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Book part
Publication date: 25 January 2021

Desalegn Abraha and Akmal S. Hyder

In this chapter, the authors provide an overview of the results of their research on the subject of strategic alliances until 2001. Specifically, they summarize their…

Abstract

In this chapter, the authors provide an overview of the results of their research on the subject of strategic alliances until 2001. Specifically, they summarize their findings published in Strategic Alliances in Eastern and Central Europe (2003). The authors conducted 20 case studies of Swedish firms involved in strategic alliances with firms in Eastern and Central Europe. This chapter also presents a brief account of the authors' other research on the same phenomenon which resulted in several conference papers and journal articles. The theoretical framework developed and applied in the 2003 book is also briefly presented in this summary chapter. The method applied in writing the book and the justification for applying this specific method are also discussed. Following this, an updated review of the literature of strategic alliances is conducted to discuss the research work covered and the issues examined after 2003. The overview of the authors' strategic alliances studies and the updated review of the literature together highlight the overall logic behind this new book, Transformation of Strategic Alliances in Eastern and Central Europe.

Details

Transformation of Strategic Alliances in Emerging Markets, Volume I
Type: Book
ISBN: 978-1-80043-745-6

Book part
Publication date: 25 January 2021

Desalegn Abraha and Akmal S. Hyder

This chapter illustrates the theoretical foundation of the study. Several issues such as motives, resources, learning, networking, and institutional and environmental…

Abstract

This chapter illustrates the theoretical foundation of the study. Several issues such as motives, resources, learning, networking, and institutional and environmental impacts are elaborately discussed to point out why strategic alliances are formed and how the firms attempt to fulfill different goals by collaborating with partners. Furthermore, it is taken up how the issues are intertwined and jointly contribute to strengthen the alliance activity. From a longitudinal perspective, a theoretical framework has been drawn not only to show the links but also to highlight the dynamism in the relationship over time. This theoretical framework is used to collect, organize, and analyze the data to finally draw conclusions of the study.

Details

Transformation of Strategic Alliances in Emerging Markets, Volume I
Type: Book
ISBN: 978-1-80043-745-6

Book part
Publication date: 25 January 2021

Desalegn Abraha and Akmal S. Hyder

In this chapter, the main research outcomes are discussed and analyzed in connection with relevant studies in the field. The ambition has been to focus on whether the…

Abstract

In this chapter, the main research outcomes are discussed and analyzed in connection with relevant studies in the field. The ambition has been to focus on whether the result matches with the present body of the literature or not, and what new thoughts and ideas can be generated by comparing and matching the literature and the results of the underlying study. Emphasis is on the changes that have taken place during the operation of the ventures over a longer period. In the cases, the business operations have been discussed in three phases and sometimes in two phases. But for the purpose of the literature linkage, changes are analyzed in two steps. Step one discusses major changes in the beginning (mainly phase one), while step two covers changes that have taken place in the other two phases.

Details

Transformation of Strategic Alliances in Emerging Markets, Volume II
Type: Book
ISBN: 978-1-80043-748-7

Article
Publication date: 7 October 2019

Maria Fregidou-Malama, Ehsanul Huda Chowdhury and Akmal S. Hyder

This paper aims to deal with international marketing of products, analyzing how adaptation/standardization and network development are achieved when marketing products in…

Abstract

Purpose

This paper aims to deal with international marketing of products, analyzing how adaptation/standardization and network development are achieved when marketing products in Bangladesh.

Design/methodology/approach

By applying a qualitative method, the study was conducted at four multinationals, British American Tobacco, Perfetti Van Melle, Tetrapak and Reckitt Benckiser, operating in Bangladesh. Data were collected through semistructured interviews, direct observation and official documents. The analysis was conducted through construction of themes that were identified from the data set.

Findings

The study demonstrates that business relationships related to a local market should be adapted to customer preferences. The research suggests that a balanced combination of product quality and development of new, innovative products adapted to the needs of the market and the customers establishes trust and networks. Cultural and market context were found to influence multinational companies (MNCs)s to standardize the quality of the products and adapt marketing mix components to the needs of consumers.

Research limitations/implications

The paper contributes to international marketing literature with a model of product marketing based on context, trust, networks and adaptation/standardization. The model introduces the cultural dimension of femininity/ masculinity and the innovation of products and market structure. The study is limited to one emerging market. Further studies should explore other emerging market economies and MNCs.

Practical implications

The results suggest that to meet the challenges of emerging market economies and achieve success, managers should take people and market needs into consideration.

Originality/value

This paper extends product marketing literature by presenting a context-based model for MNCs’ product marketing.

Details

Journal of Asia Business Studies, vol. 13 no. 4
Type: Research Article
ISSN: 1558-7894

Keywords

Book part
Publication date: 25 January 2021

Desalegn Abraha and Akmal S. Hyder

This chapter presents a description of transition economies of Europe focusing different aspects related to the economic development of this area. First, the transition…

Abstract

This chapter presents a description of transition economies of Europe focusing different aspects related to the economic development of this area. First, the transition economies are introduced. Later on, political conditions, cultural factors affecting these countries, and economic situation are presented. Referring earlier studies and different factors, a new classification of transition economies is offered.

To have critical perspective, some of the performances of transition economies are compared with BRICS countries, which have been particularly focused as major economies of the emerging markets. Finally, the case countries are presented.

Details

Transformation of Strategic Alliances in Emerging Markets, Volume I
Type: Book
ISBN: 978-1-80043-745-6

Book part
Publication date: 25 January 2021

Desalegn Abraha and Akmal S. Hyder

This chapter highlights and examines the journey of strategic alliances, how alliances lead to the creation of new alliances, and whether alliances succeed or precede…

Abstract

This chapter highlights and examines the journey of strategic alliances, how alliances lead to the creation of new alliances, and whether alliances succeed or precede firms' market networks. Moreover, the chapter attempts to identify the market and environmental factors which impact the journey and the end result of alliances. The findings show that before the alliance and in the early strategic alliance phase, firms can have direct and indirect relationships/networks which can lead to the formation of strategic alliances. The other finding is that one of the main factors which determines the journey of strategic alliances is the degree of internationalization of the firm and the market. The journey of alliances was also found to be different in the various groups of Eastern and Central Europe (ECE) countries depending on the pace or degree of adaptation of those countries. It was also found that well-developed networks have a positive impact on the alliance results. Moreover, the chapter also provides evidence that alliances enable firms to defend and strengthen existing networks to build new networks and to penetrate partners' networks. It is finally observed that it is difficult to determine whether alliances succeed or precede networks.

Details

Transformation of Strategic Alliances in Emerging Markets, Volume I
Type: Book
ISBN: 978-1-80043-745-6

Book part
Publication date: 25 January 2021

Desalegn Abraha and Akmal S. Hyder

This chapter gives an understanding on how consideration of institutional factors can be important in establishing alliances in emerging markets. There is a huge…

Abstract

This chapter gives an understanding on how consideration of institutional factors can be important in establishing alliances in emerging markets. There is a huge difference between developed and emerging markets on different issues starting from government and financial institutions to culture and infrastructure. Although these factors have impact on business relationships, they can affect differently from case to case and on the experience of the partners involved in relationships. Further, the extent of difference is not always negative for all firms as it can give some MNEs, who are experts in doing business with emerging market partners, specific advantage over their competitors.

Details

Transformation of Strategic Alliances in Emerging Markets, Volume I
Type: Book
ISBN: 978-1-80043-745-6

Book part
Publication date: 25 January 2021

Desalegn Abraha and Akmal S. Hyder

The method applied to carry out the study of the transformation of strategic alliances in emerging markets is discussed in this chapter. Specifically, this chapter…

Abstract

The method applied to carry out the study of the transformation of strategic alliances in emerging markets is discussed in this chapter. Specifically, this chapter discusses how the whole study is conducted, i.e. the identification and development of the research issues, the research aim and problem, the development of the conceptual framework, the development of the research method, how the empirical study is analyzed and conclusions are drawn. The specific research strategy applied to conduct the current study is a longitudinal research approach. A short discussion on how the ECE countries are classified into various groups is conducted in the current chapter and a detailed discussion on the classification of ECE countries into different groups is also conducted in chapter eight. Moreover, the logic for adopting a longitudinal research strategy to conduct the current study of the transformation of strategic alliances is also justified. The identification and choice of the case companies, the logic followed in the development of the questionnaire and how much and to what extent the questionnaire is modified are also discussed in detail. The identification of the interviewees, the execution of the interviews and the transcription of the interview materials and the structuring of the cases are also discussed in detail.

Details

Transformation of Strategic Alliances in Emerging Markets, Volume I
Type: Book
ISBN: 978-1-80043-745-6

Book part
Publication date: 25 January 2021

Desalegn Abraha and Akmal S. Hyder

The purpose of this chapter is to introduce emerging markets (EMs) and then European transition economies in which alliance transformation takes place. Considering the…

Abstract

The purpose of this chapter is to introduce emerging markets (EMs) and then European transition economies in which alliance transformation takes place. Considering the complexity of EMs, researchers and academics feel pressure in recent years to seek comprehensive understanding of the EM context (Kumar and Srivastava, 2019). Transition economies are a special category of EMs, which have attracted many multinational firms to invest after the fall of Berlin wall in the beginning of 1990s. This region constitutes of former soviet bloc, located in central and eastern Europe. After a short introduction and discussion on the importance on EMs, development process within EMs is taken up. Transition economies are then introduced, particularly in relation to their link with the European Union. Aims and research questions are outlined to display the objective and direction of the study. The next section discusses major contributions, followed by limitations of the study describing what issues are left out to concentrate on the research object. Finally, it is shortly described what other chapters are coming and what they deal with.

Details

Transformation of Strategic Alliances in Emerging Markets, Volume I
Type: Book
ISBN: 978-1-80043-745-6

Open Access
Article
Publication date: 21 October 2022

Maria Fregidou-Malama, Ehsanul Huda Chowdhury and Akmal S. Hyder

This study aims to increase understanding of factors influencing the international marketing (IM) strategy of products from emerging markets (EMs) to international markets.

Abstract

Purpose

This study aims to increase understanding of factors influencing the international marketing (IM) strategy of products from emerging markets (EMs) to international markets.

Design/methodology/approach

This study conducted case studies by collecting qualitative data through semistructured interviews with respondents from four food product companies in Bangladesh.

Findings

This study finds that the firms employ local Bangladeshi people who are knowledgeable in the company culture. They strategically focus on countries where the Bangladeshi diaspora lives and initially target them, approaching natives later. They adapt and customize products to the importers’ requirements to make them visible and increase understanding between product providers and local customers. The findings show that EM firms encounter a mentality that poor countries produce poor quality products; this mindset makes the internationalization of their business difficult.

Research limitations/implications

This research contributes to international product marketing of EM firms by constructing a model of a modern people-oriented marketing strategy for food products. This study contributes to literature on culture by illustrating that the cultural dimensions of collectivism and uncertainty avoidance enhance the development of networks and trust and impact marketing strategy.

Originality/value

This study theorizes the importance of context and an innovation-driven modern people-oriented IM strategy that adapts to customers’ preferences for food products and emphasizes the contribution of diaspora. This research reveals that Bangladeshi firms face challenges both because customers link the country and the companies to low-quality products and because governmental regulations prevent them from establishing a local presence in other countries. This study analyzes challenges EM firms face in the process of IM and the factors affecting Bangladesh in particular.

Details

Journal of Asia Business Studies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1558-7894

Keywords

1 – 10 of 32