Högskolan i Skövde

his.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • apa-cv
  • ieee
  • modern-language-association-8th-edition
  • 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
  • text
  • asciidoc
  • rtf
Marketing strategy in emerging market alliance: A longitudinal study
Högskolan i Gävle.ORCID iD: 0000-0002-4383-6452
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, p. 309-325Article 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, p. 309-325
Keywords [en]
healthcare, resources, learning, network, longitudinal study, general environment
National Category
Business Administration
Research subject
Humanities and Social sciences; Retailing and International Business
Identifiers
URN: urn:nbn:se:his:diva-9738DOI: 10.1504/JIBED.2014.064451OAI: oai:DiVA.org:his-9738DiVA, id: diva2:739288
Available from: 2014-08-20 Created: 2014-08-20 Last updated: 2023-03-08Bibliographically approved

Open Access in DiVA

No full text in DiVA

Other links

Publisher's full text

Authority records

Hyder, Akmal S.Abraha, Desalegn

Search in DiVA

By author/editor
Hyder, Akmal S.Abraha, Desalegn
By organisation
Enterprises for the FutureSchool of Business
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

doi
urn-nbn

Altmetric score

doi
urn-nbn
Total: 923 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • apa-cv
  • ieee
  • modern-language-association-8th-edition
  • 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
  • text
  • asciidoc
  • rtf