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Journal of the Academy of Marketing Science
Erschienen in: Journal of the Academy of Marketing Science 5/2020

28.02.2019 | Conceptual/Theoretical Paper

A theoretical model of the formation and dissolution of emerging market international marketing alliances

verfasst von: Kiran Pedada, S. Arunachalam, Mayukh Dass

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 5/2020

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Abstract

As emerging market international marketing alliances (E-IMAs) are becoming popular as instruments of growth for firms from the developed markets that are attempting to expand into emerging markets, there is a growing need to understand how these E-IMAs are formed, operate, and even get dissolved in the emerging markets. Extant theories on IMAs, although limited, have primarily focused on alliances that are formed and operate in developing markets. However, as the institutional context of emerging markets differs significantly from that of developing markets, these existing theories are not sufficient to explain and predict phenomena related to E-IMAs. Therefore, using data from in-depth interviews with senior executives from 106 companies involved in marketing alliances, this study develops a new theoretical model based on the awareness-motivation-capability framework that can explain and predict phenomena related to E-IMAs. Related propositions are presented for both researchers and practitioners who are interested in studying or developing E-IMAs.
Vorheriger Artikel New perspectives on business model innovations in emerging markets
Nächster Artikel Leveraging service recovery strategies to reduce customer churn in an emerging market

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Fußnoten
1
An alliance can be structured as either (1) a distinct corporate entity in which each of the alliance partners hold an equity position or (2) a distinct interorganizational entity in which the alliance partners commit to collaborative agreement of relevant skills and resources (Varadarajan and Cunningham 1995).
 
2
We thank a reviewer for the suggestion.
 
3
We thank a reviewer for guiding us on this additional contribution.
 
7
We thank a reviewer for offering this suggestion.
 
8
We thank a reviewer for this point about criticality of identified factors.
 
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Metadaten
Titel
A theoretical model of the formation and dissolution of emerging market international marketing alliances
verfasst von
Kiran Pedada
S. Arunachalam
Mayukh Dass
Publikationsdatum
28.02.2019
Verlag
Springer US
Erschienen in
Journal of the Academy of Marketing Science / Ausgabe 5/2020
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-019-00641-1

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