When Mickey loses face: Recontextualization, semantic fit, and the semiotics of foreignness

• 成果类型: Review
• 署名作者: Brannen, MY
• 署名单位: California State University System; San Jose State University
• 刊物名称: ACADEMY OF MANAGEMENT REVIEW
• ISSN/ISSBN: 0363-7425
• DOI: 10.5465/amr.2004.14497613
• 发表日期: 2004
• 页码: 593-616
• 关键词: MULTINATIONAL-CORPORATIONS; performance; capabilities; experience; METAPHORS; KNOWLEDGE; survival; MODEL; firm

摘要

Foreignness is generally viewed as a liability for the multinational enterprise, negatively affecting strategic fit and the successful transfer of firm assets abroad. Using semiotics-the study of how language systems convey meaning-and the Walt Disney Company's experiences in internationalization, I develop the notion of semantic fit as a necessary complement to strategic fit and formalize a conceptual model of recontextualization-the process by which firm assets take on new meanings in distinct cultural environments.