Seminar: “The co-evolution of EMNEs and market actors’ institutional works in emerging economies: The case of Korean Music Agencies in Vietnam”
National Economics University
E-PhD Program Seminar Series
“The co-evolution of EMNEs and market actors’ institutional works in emerging economies: The case of Korean Music Agencies in Vietnam”
by
Arthur NGUYEN
University of Rouen Normandy, France
Time and Venue
Time: 4.00PM – 5.00PM
Date: Friday, August 9th, 2024
Venue: Room 15.01, Level 15, Building A1, National Economics University
207 Giai Phong Road, Hanoi, Vietnam
Abstract
Research on the coevolutionary strategies of Emerging Economy Multinationals (EMNEs) in emerging economies often silences the evolution of EMNEs’ symbolic capacities during their institutional works to shape local markets. Our research fills this gap by investigating how the institutional works of Korean music agencies (KMAs) co-evolve with the institutional works of the Vietnamese market actors in shaping the K-pop music category. Through a longitudinal single case study filled with archival data and interviews, we identify cultural bricolage and cultural engineering as two dimensions of symbolic capacities the KMAs develop during their institutional works. The more specialized the K-pop music category is, the more the KMAs’ symbolic capacities evolve from cultural bricolage to cultural engineering.
About presenter
Arthur NGUYEN is a Full Professor of Management Sciences at the University of Rouen Normandy, IAE Rouen Normandie School University Management, and a research fellow of the NIMEC research center. His main research interests include cultural and political aspects of consumption in emerging markets, cross-border market co-creation, glocalization, and nation branding. His works, grounded in qualitative approaches, have appeared in the Journal of Business Research, Recherche et Applications en Marketing, and Management International/International Management.
About series
This seminar series is part of the E-PhD Program at National Economics University. It targets PhD students, early-career researchers, and senior faculty who find interested in doing research in the areas of economics, business, management, and other inter-disciplinary fields of social science. The series is a platform for the wider research community to exchange ideas, networks and collaborations.
Contact details
Bach Ngoc Thang
Seminar series coordinator
Room 15.04, Building A1
Institute for Sustainable Development
National Economics University
207 Giai Phong Road, Hanoi, Vietnam
M: +84 35 443 1750
E: bnthang@gmail.com, or thangbn@neu.edu.vn
