We propose a conceptual model of MO in emerging markets by drawing on industrial organization and economic sociology, and outline factors which can better explain the determinant-strategy-performance relationships in emerging markets. We provide two country examples (Russia and China), and propose future research directions for our conceptual model.

• Matevž Rašković(University of Ljubljana)
• Maria M. Smirnova(St. Petersburg University)
• Vera Rebiazina(National Research University)
• Maja Makovec Brenčič(University of Ljubljana)
• Zhonghui Ding(University of Ljubljana)
• Petra Došenović Bonča(University of Ljubljana)