The role of society for the development of multinational companies’ (MNC) business has so far not attracted much scholarly attention in international marketing. Responding to recent calls for further research relating MNCs with society, the aim of this thesis is to enhance the understanding of the MNC relationship with society. Standing on the business network perspective, the theoretical view includes society in the network. Apart from business actors, the view incorporates public actors (such as governments) and civil society actors (such as Non-Governmental Organizations). Thus, contrary to earlier business network studies, the MNC relationships with non-business actors are explicitly handled as part of the business network in this thesis. For the fulfillment of the aim - understanding the MNC relationship with society - the study applies the four relationship elements knowledge, commitment, trust and legitimacy. In further developing the theoretical view, the results from the empirical and theoretical findings in the papers, along with others’ contributions in this field, have inspired the development of interdependence in relationships. Consequently, the main emphasis in the ‘Thesis Summary’ is put on a deeper theoretical discussion of the concept of interdependence. The interdependence framework maps different relationship types with business and non-business actors in business networks. The implications on the management of the different types of relationships are also further developed. The empirical study, which inspired the theoretical development, concerns a qualitative and abductive case study of a Swedish MNC’s relationships with actors from the business, public and civil society sectors in Argentina and Brazil. The study is based on 51 interviews, observations and documentation as its main data sources. It resulted in four papers, which were developed in the areas of crisis, subsidiary strategy, radical innovation and expansion to the rural ‘Base of the Pyramid’, all applying a relational perspective. The thesis has both empirical and theoretical contributions. The major empirical contribution concerns the behavior of MNCs in emerging economies in relation to society. The theoretical development contributes deeper exploration of business relationships and network perspectives in the context of society, adding a novel employment of the same.

Problem of the Study: Non-traditional, value-added coconut products, such as Virgin Coconut Oil, Coco Water and Coco Sugar, have increased tremendously the last few years and the end-consumer pay a high price in retail for these considered luxury products. However, there is no abundance or indulgence in the life of the farmers and small producers in the Philippines at the other end of this global billion-dollar industry. Purpose of the Thesis: The purpose of this study is to describe, analyse and define the export network, and the roles of the actors, of the value-added coconut products in the Philippines as well as locate the origin of the single or combined problems that have led to struggling industry suppliers, and through that identify possible solutions which can increase the economic viability of the suppliers. Methodology: This study has been conducted as a case study, where the empirical findings was collected during an 8 weeks long field trip to the Philippines. A qualitative approach was adapted in order to create a deeper understanding of the problem and abduction made this possible. Six semi-structured interviews and one in-depth interview were executed. The majority of the data was collected through these interviews, although participating observation was also an important source of information along with secondary data. The validity and reliability has been secured by carefully explaining the methodology of the study, interviewing several different actors, following a interview guide and by separately interpreting the the primary data before comparing them with each other. Conclusions: The study showed that the Philippine coconut industry network is far from centreless. The government and MNCs play the biggest roles in the network, meanwhile the farmers and small producers have a very small part in the export activities of value-added coconut products. In order for the existing inequalities within the network, in both influence and profit shares, to be resolved farmers and small producers need increased support to be able to engage in value-added production, reach collaborative advantage and get access to direct export channels.

Problem discussion – we identified the gap concerning the lack of researches in exploring the impacts of both business and social networks in B2B companies’ internationalization process based on the network model proposed by Johanson and Mattsson (1988), especially taking the Chinese environmental factors into consideration. Purpose – The purpose of this study is to explore the importance of environmental factors and networks for B2B companies to internationalize into the Chinese market. Methodology – The thesis adopts the abductive approach and employs a qualitative research strategy. In order to obtain relevant information, multiple case study is chosen. The primary data are collected through semi-structured interviews with three Swedish B2B companies. Secondary data such as scientific articles, reports and books are also used in this thesis. Findings – Firstly, this thesis concludes that B2B companies’ business activities in internationalization process in China are influenced by four environmental factors: cultural, legal, economic and political factor. Secondly, business networks have impacts on the process of international extension, penetration and international integration, whereas the impacts of social networks are clearer in the phase of penetration. Thirdly, in China, there is no clear distinction between business- and social networks, but the building of trust is important in developing networks. Besides, B2B companies have to rely on their local employees when utilizing Guanxi in business activities. Managerial Implications – The managers should not only focus on the advantages, but also constantly perceive the risks in the Chinese market. Besides, managers could also take specific advantages of their Chinese employees’ social networks. Furthermore, managers should connect and coordinate the networks in different countries. Finally, managers could rely on their local employees to utilize Guanxi in business interactions. Theoretical Contribution – Firstly, this thesis identifies four key market environmental factors and their impacts for companies’ business activities in the Chinese market. Secondly, this thesis contributes to Johanson and Mattsson’s (1988) network approach by elaborating on the impacts of both business- and social networks in the three phases respectively. Thirdly, this thesis proposes a new conceptualized model that provides a deeper understanding and a clearer demonstration of the importance of environmental factors and networks when firms internationalize into global markets. Limitations – The results of this thesis might be limited to generalize to all kinds of market segments or industries. Moreover, in this thesis, the impacts of social networks are only identified in the phase of penetration. Keywords - Internationalization process, B2B companies, Environmental factor, Business network, Social network, Network approach, Impacts of network, the Chinese market

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