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Institutions, small local firms' strategies, and global alliances in sub-Saharan Africa emerging markets

机译：撒哈拉以南非洲新兴市场中的机构，小型本地公司的战略以及全球联盟

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Purpose The purpose of this paper is to respond to the call of international marketing professionals for more studies on strategies that firms use in response to the complexities of interacting with other institutions in the emerging markets (EMs) of sub-Saharan Africa. The key research question investigated by employing the exploratory qualitative data gathered is: What strategies and global alliances do small local firms (SLFs) in Nigeria adopt to succeed under complex market conditions? Design/methodology/approach The methodology employed is exploratory qualitative research. The authors conducted extended interviews to generate rich case study data from the top management of the selected SLFs in Nigeria. The interview data were assessed using open, axial and selective coding to uncover macro-narratives that guide SLFs' strategies and global alliances. Findings The macro-narratives derived from the qualitative case analysis reveal a theoretical framework centered on three major elements of competitive strategies in Nigeria: build global capacity and strategic alliances from the get-go; develop local strategic alliances; master matching alliance partners' needs to create innovative payment plans and, when necessary, shift the transaction cost burden to alliance partners. Matching theory rather than traditional network theories is better at explicating SLFs' alliances in Nigeria. Implementation of these strategies requires flexible strategic initiatives. Originality/value The study adapts institutional interaction theory, network theory, matching alliance perspective, trade credit theories and the literature on small firms' strategies in EMs to explicate successful small local firm strategies and global alliances under complex market conditions in Nigeria. The recognition that SLFs regularly migrate and shift the burden of transactions' cost to multiple stakeholders in the supply network by matching customers and supplier needs is important. The discovery of matching theory in explicating SLFs' global alliances in Nigeria is unique to this study.
机译：目的本文的目的是响应国际市场营销专业人士的呼吁，就公司为应对与撒哈拉以南非洲新兴市场（EMs）中其他机构互动的复杂性而使用的策略进行更多研究。利用所收集的探索性定性数据进行调查的关键研究问题是：在复杂的市场条件下，尼日利亚的小型本地公司（SLF）采取了哪些战略和全球联盟？设计/方法/方法采用的方法是探索性定性研究。作者进行了延长的采访，以从尼日利亚选定的SLF的高层管理人员那里获得丰富的案例研究数据。访谈数据采用开放，轴向和选择性编码进行评估，以发现指导SLF策略和全球联盟的宏观叙事。结论从定性案例分析得出的宏观叙述揭示了一个理论框架，该框架以尼日利亚竞争战略的三个主要要素为中心：从一开始就建立全球能力和战略联盟;发展地方战略联盟;掌握匹配联盟伙伴的需求，以创建创新的支付计划，并在必要时将交易成本负担转移给联盟伙伴。匹配理论比传统的网络理论更能说明尼日利亚的SLF联盟。实施这些战略需要灵活的战略计划。独创性/价值本研究采用制度互动理论，网络理论，匹配联盟观点，贸易信贷理论以及有关新兴市场中小企业战略的文献，以阐明尼日利亚在复杂市场条件下成功的小地方企业战略和全球联盟。重要的是，必须认识到SLF通过匹配客户和供应商的需求来定期将交易成本的负担转移并转移到供应网络中的多个利益相关方。在尼日利亚，SLFs的全球联盟发展过程中匹配理论的发现是这项研究的独特之处。

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