TY - JOUR
T1 - A theoretical model of the formation and dissolution of emerging market international marketing alliances
AU - Pedada, Kiran
AU - Arunachalam, S.
AU - Dass, Mayukh
N1 - Funding Information:
This paper is related to the first author?s dissertation. The authors wish to thank the editors, Professor Rajendra Srivastava and Professor V. Kumar; and two anonymous reviewers for their guidance and support throughout the review process, and Professor Rajan Varadarajan and Professor Anna Cui for their comments on an earlier version of this manuscript. The authors appreciate the research assistance provided by Rahul Suhag and acknowledge the generous research support provided by the Indian School of Business, and by the J.B. Hoskins Professorship at the Texas Tech University. The authors also thank Abhirupa Lahiri for copyediting this manuscript.
Publisher Copyright:
© 2019, Academy of Marketing Science.
PY - 2020/9/1
Y1 - 2020/9/1
N2 - 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.
AB - 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.
KW - Alliance dissolution
KW - Alliance formation
KW - Emerging markets
KW - Grounded theory
KW - International marketing alliances
UR - http://www.scopus.com/inward/record.url?scp=85062624863&partnerID=8YFLogxK
U2 - 10.1007/s11747-019-00641-1
DO - 10.1007/s11747-019-00641-1
M3 - Article
AN - SCOPUS:85062624863
VL - 48
SP - 826
EP - 847
JO - Journal of the Academy of Marketing Science
JF - Journal of the Academy of Marketing Science
SN - 0092-0703
IS - 5
ER -