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

机译：新兴市场国际营销联盟的形成与解散理论模型

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摘要

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.
机译：由于新兴市场国际营销联盟（E-IMAs）作为企业从正在试图扩展到新兴市场的发达市场的公司的增长乐器，因此需要了解这些E-IMA的形成，操作，甚至在新兴市场溶解。 IMAS的现存理论虽然有限，主要集中在发展市场中形成和运营的联盟。然而，由于新兴市场的制度范围与发展市场的制度范围显着不同，因此这些现有的理论不足以解释和预测与E-IMA相关的现象。因此，使用来自参与营销联盟的106家公司的高级管理人员的深入访谈的数据，这项研究基于可以解释和预测与E-IMA相关的现象的知名激励能力框架来发展新的理论模型。为有兴趣研究或开发E-IMA的研究人员和从业者提供相关命题。

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