Theological values and political ideology of upper echelon and international marketing strategy: a conceptual framework
本文提出一个概念框架，探讨高层管理者的神学价值观和政治意识形态如何通过文化智力和全球思维影响企业的国际化范围、市场进入模式及与全球价值链伙伴的合作或合规型CSR。
Purpose This paper aims to provide a conceptual framework on the effect of the theological and political values of the upper echelon on the international marketing strategy of firms covering (a) the scope of internationalization, (b) the market entry mode and (c) compliance vs cooperative CSR with global value chain partners. Design/methodology/approach The authors base this paper on a review and analysis of theories on theological values and political ideology with conceptual development and future research directions. Findings The authors propose how theological values, i.e. spiritual and religious values and conservative vs liberal political ideologies, result in the development of cultural intelligence and a global mindset of the upper echelon and how these cognitive attributes then drive three different dimensions of international marketing strategy, i.e. the scope of internationalization, the choice of market entry mode and cooperative vs compliance CSR initiatives with global value chain partners. Originality/value The paper provides a comprehensive understanding of the impact of scantly explored upper-echelon traits, i.e. theological values and political ideology, on different dimensions of international marketing performance of firms, ranging from the scope of internationalization to the choice of CSR activities in international markets.