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Commercial diplomats as corporate entrepreneurs: explaining role behaviour from an institutional perspective

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  • Huub Ruel
  • Robin Visser

Abstract

This article presents the results of an empirical study on the roles of commercial diplomats at foreign posts. As commercial diplomacy is just starting to grow in importance in a globalising world, the actual work and activities of commercial diplomats at foreign posts have hardly been researched. This is relevant though, since it can help to advance theory that aims to understand commercial diplomacy's effectiveness. A model was developed that conceptualises commercial diplomats' roles as corporate entrepreneurial behaviour, and institutional theory was used to identify the contextual factors that influence their behaviour. By using a multi-method, qualitative and cross-sectional case study based on 23 self-selected, face-to-face, semi-structured interviews, we found that three types of commercial diplomats exist, each adopting a different approach in terms of the importance accredited to proactivity, the level at which it is pursued, and the intensity with which it is pursued. The influence of informal institutions increases for higher levels of proactivity in a specific order, namely background, skills and experience, cultural differences, and the working environment. Further research is needed to confirm these findings.

Suggested Citation

  • Huub Ruel & Robin Visser, 2012. "Commercial diplomats as corporate entrepreneurs: explaining role behaviour from an institutional perspective," International Journal of Diplomacy and Economy, Inderscience Enterprises Ltd, vol. 1(1), pages 42-79.
  • Handle: RePEc:ids:ijdipe:v:1:y:2012:i:1:p:42-79
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    References listed on IDEAS

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    1. Hornsby, Jeffrey S. & Kuratko, Donald F. & Zahra, Shaker A., 2002. "Middle managers' perception of the internal environment for corporate entrepreneurship: assessing a measurement scale," Journal of Business Venturing, Elsevier, vol. 17(3), pages 253-273, May.
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    3. Yakop, M. & van Bergeijk, P.A.G., 2009. "The weight of economic and commercial diplomacy," ISS Working Papers - General Series 18715, International Institute of Social Studies of Erasmus University Rotterdam (ISS), The Hague.
    4. Andrew K. Rose, 2007. "The Foreign Service and Foreign Trade: Embassies as Export Promotion," The World Economy, Wiley Blackwell, vol. 30(1), pages 22-38, January.
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    7. Robert A. Burgelman, 1983. "Corporate Entrepreneurship and Strategic Management: Insights from a Process Study," Management Science, INFORMS, vol. 29(12), pages 1349-1364, December.
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    Cited by:

    1. Gorazd Justinek & Tanja Sedej, 2012. "Measuring export support performance in Slovenia," International Journal of Diplomacy and Economy, Inderscience Enterprises Ltd, vol. 1(1), pages 80-94.

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