Abstract

Purpose: The paper examines the influence of institutional technologies on global supply chain management (SCM) and international marketing efforts of multinational corporations (MNCs) in African emerging markets, with a focus on their impact on international trade resilience. It addresses a four decade long empirical gap, examining the applicability of these institutional technologies to SCM and international marketing of MNCs in the context of the resource-constrained environment of Africa.
Design/methodology/approach: The research employs a qualitative method with an interpretivist approach, conducting thirty in-depth qualitative interviews with mid-and senior-level managers involved in global SCM and international marketing efforts of MNCs drawn from a wide range of sectors in Nigeria. Data analysis utilises an inductive thematic approach, which combines Braun and Clarke’s six-step framework and Gioia’s suggestions for qualitative rigour.

Findings: The paper reveals institutional voids in the digital business environment, including inadequate social amenities, prevalent informal business practices, challenges navigating complex regulatory environments, and limited access to advanced technological resources. These challenges create disparities between local practices and established standards, resulting in resource constraints and lack of business opportunities. Our findings reveal that, in response, MNCs adopt ‘glocalization’ strategies in SCM and international marketing, tailoring technological solutions to local conditions, fostering relationship, and optimisation of resource allocation, contributing to international trade resilience.
Originality/value: This pioneering research explores the interlinkages between institutional technologies, SCM, and international marketing efforts of MNC in an under-researched African context, offering valuable managerial and theoretical implications.