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Marketing strategy in emerging market alliance: A longitudinal study
Högskolan i Gävle.
University of Skövde, Enterprises for the Future. University of Skövde, School of Business. (Internationalisering och socialt entreprenörskap)
2014 (English)In: Journal of international business and entrepreneurship development, ISSN 1747-6763, Vol. 7, no 4, 309-325 p.Article in journal (Refereed) Published
Abstract [en]

Abstract: By applying a longitudinal perspective, this study examines how an alliance formulates and implements its marketing strategy based on motives, resources, learning, network and performance, in Central and Eastern Europe(CEE). An in-depth study on a Hungarian alliance between a Swedish medical engineering company and a local partner has been conducted. The data is collected in two periods: 1999 and 2009, and for the convenience of the analysis, the result has been presented in two phases. By comparing the phases, it is shown how the environment in which the alliance operates changes and how the alliance responses by improving its marketing strategy. Major variation of the strategy includes focus on small and dental clinics, development of intensive contacts with big hospitals to gain huge contracts after the reformation of the healthcare sector and finding a balance between lowering price and maintaining high quality of the products and services.

Place, publisher, year, edition, pages
InderScience Publishers, 2014. Vol. 7, no 4, 309-325 p.
Keyword [en]
healthcare, resources, learning, network, longitudinal study, general environment
National Category
Business Administration
Research subject
Humanities and Social sciences
Identifiers
URN: urn:nbn:se:his:diva-9738DOI: 10.1504/JIBED.2014.064451OAI: oai:DiVA.org:his-9738DiVA: diva2:739288
Available from: 2014-08-20 Created: 2014-08-20 Last updated: 2016-06-16Bibliographically approved

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Hyder, Akmal S.Abraha, Desalegn
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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
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  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
  • rtf