‘Truly a European company’: a Chinese auto maker’s strategies of Europeanisation

Research on international business presents ‘liability of foreignness’ as a key factor in Multinational Enterprise’s (MNE’s) operations, but it has not addressed ‘foreignness’ complex and dynamic phenomenon. Adopting an identity work perspective, this article examines social construct, studying how Chinese MNE manoeuvres the local economic political contexts. We also shift focus from to origin’, elements associated with home country can implicate liability. discuss market entry private manufacturing company Hungary Netherlands proxy for Europeanization, analysing regional strategies pursued by organizing its representing corporate when dealing divergent European