Global Player

Read Integrative Case 4.1 (p. 566)

ESET: From a “Living-Room” Firm to a Global Player in the Antivirus Software Industry

1. How could a company from Slovakia become a leading global player in the antivirus software industry? 2. From a resource-based view, what are ESET’s sources of competitive advantage?

3. When companies from emerging economies market their products abroad, what do they typically encounter?

4. From an institution-based view, country-of- origin images reflect the informal rules and perceptions of the game that customers (especially those in developed economies) accept. How can companies from emerging economies overcome negative country-of-origin images?