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

Pedada, K and Arunachalam, S and Dass, M (2019) A theoretical model of the formation and dissolution of emerging market international marketing alliances. Journal of the Academy of Marketing Science.

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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.

Affiliation:	Indian School of Business
ISB Creiators:	ISB Creators ORCiD Pedada, K https://orcid.org/0000-0002-2180-5989 Arunachalam, S http://orcid.org/0000-0003-4110-9531
Item Type:	Article
Uncontrolled Keywords:	nternational marketing alliances, Alliance formation, Alliance dissolution, Emerging markets, Grounded theory
Subjects:	Marketing
Depositing User:	Veeramani R
Date Deposited:	28 Feb 2019 15:44
Last Modified:	28 Feb 2019 15:44
URI:	http://eprints.exchange.isb.edu/id/eprint/662
Publisher URL:	https://doi.org/10.1007/s11747-019-00641-1
Publisher OA policy:	http://www.sherpa.ac.uk/romeo/issn/0092-0703/
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