Murali Patibandla: Department of International Economics and Management, Copenhagen Business School, Postal: Department of International Economics and Management, Copenhagen Business School, Howitzvej 60, 2nd floor , DK-2200 Copenhagen N, Denmark
Abstract: This note illustrates a recent empirical phenomenon, which warrants a re-examination of the intangible asset theory of multinational enterprises (MNEs). It analyses two case studies of financial services: credit cards and insurance products in a developing economy. The case studies show that in the case of joint ventures between local firms, and MNEs in a developing economy, it is a large local bank that provides the brand name while MNEs provide the back-end (tangible) technical-support. The analysis also brings forth fresh insights on the issue of joint ventures, especially in the context of financial services in an emerging economy.
14 pages, June 12, 2002
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