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Fregidou-Malama, M., Chowdhury, E. & Hyder, A. S. (2023). International marketing strategy of emerging market firms: the case of Bangladesh. Journal of Asia Business Studies (4), 804-823
Open this publication in new window or tab >>International marketing strategy of emerging market firms: the case of Bangladesh
2023 (English)In: Journal of Asia Business Studies, ISSN 1558-7894, E-ISSN 1559-2243, no 4, p. 804-823Article in journal (Refereed) Published
Abstract [en]

Purpose

This study aims to increase understanding of factors influencing the international marketing (IM) strategy of products from emerging markets (EMs) to international markets.

Design/methodology/approach

This study conducted case studies by collecting qualitative data through semistructured interviews with respondents from four food product companies in Bangladesh.

Findings

This study finds that the firms employ local Bangladeshi people who are knowledgeable in the company culture. They strategically focus on countries where the Bangladeshi diaspora lives and initially target them, approaching natives later. They adapt and customize products to the importers’ requirements to make them visible and increase understanding between product providers and local customers. The findings show that EM firms encounter a mentality that poor countries produce poor quality products; this mindset makes the internationalization of their business difficult.

Research limitations/implications

This research contributes to international product marketing of EM firms by constructing a model of a modern people-oriented marketing strategy for food products. This study contributes to literature on culture by illustrating that the cultural dimensions of collectivism and uncertainty avoidance enhance the development of networks and trust and impact marketing strategy.

Originality/value

This study theorizes the importance of context and an innovation-driven modern people-oriented IM strategy that adapts to customers’ preferences for food products and emphasizes the contribution of diaspora. This research reveals that Bangladeshi firms face challenges both because customers link the country and the companies to low-quality products and because governmental regulations prevent them from establishing a local presence in other countries. This study analyzes challenges EM firms face in the process of IM and the factors affecting Bangladesh in particular.

Place, publisher, year, edition, pages
Emerald, 2023
Keywords
product marketing, Bangladesh, customization, diaspora, emerging markets
National Category
Business Administration
Identifiers
urn:nbn:se:hig:diva-40289 (URN)10.1108/jabs-12-2021-0504 (DOI)000869745800001 ()2-s2.0-85140302260 (Scopus ID)
Available from: 2022-10-20 Created: 2022-10-20 Last updated: 2023-07-06Bibliographically approved
Rydback, M., Hyder, A. S., Macassa, G. & Simonsson, C. (2022). Can domestic medical tourism contribute to healthcare equity? A commentary. Journal of Market Access & Health Policy, 10(1), Article ID 2061241.
Open this publication in new window or tab >>Can domestic medical tourism contribute to healthcare equity? A commentary
2022 (English)In: Journal of Market Access & Health Policy, E-ISSN 2001-6689, Vol. 10, no 1, article id 2061241Article in journal (Refereed) Published
Abstract [en]

Purpose - This essay uses service marketing concept to discuss how domestic medical tourism (DMT) can contribute to healthcare equity in developed countries. Approach - The authors take up several vital issues. First, the potential benefits of DMT are outlined from a healthcare equity perspective; second, the challenges that DMT confronts in reaching its aim are identified; and finally, a few research areas are suggested. Finding - It is suggested that increased awareness about the healthcare service and proper service delivery are required to improve healthcare equity. Practical implication - This paper raises several research issues from service marketing to deal with delivery, communication, efficiency, and insurance practices regarding healthcare. Social implication - From a societal point of view, it explores how healthcare equity can be improved by DMT.

Place, publisher, year, edition, pages
Taylor & Francis, 2022
Keywords
domestic medical tourism, health equity, service marketing, marketing, awareness
National Category
Business Administration Public Health, Global Health, Social Medicine and Epidemiology
Research subject
no Strategic Research Area (SFO)
Identifiers
urn:nbn:se:hig:diva-38375 (URN)10.1080/20016689.2022.2061241 (DOI)35399188 (PubMedID)2-s2.0-85148861308 (Scopus ID)
Available from: 2022-04-06 Created: 2022-04-06 Last updated: 2023-03-08Bibliographically approved
Hyder, A. S., Sundström, A. & Chowdhury, E. (2022). Network-based market orientation knowledge for internationalization of disruptive innovation in SMEs. Central European Management Journal, 30(3), 36-60
Open this publication in new window or tab >>Network-based market orientation knowledge for internationalization of disruptive innovation in SMEs
2022 (English)In: Central European Management Journal, ISSN 2658-0845, Vol. 30, no 3, p. 36-60Article in journal (Refereed) Published
Abstract [en]

Abstract

Purpose: This study explores network-based market orientation (MO) knowledge development for internationalization of disruptive innovation (DI) by small and medium enterprises (SMEs).

Methodology: To manage knowledge development for DI internationalization, a business model was applied to a single case study. The case company participated in a series of workshops and allowed on-site visits and interviews for a period of two years in a European Union funded project. The workshops helped the SME to gather MO and networking knowledge, and then apply that knowledge internally in the organization and externally, in interactions with suppliers, buyers, and other members of the buyer chain.

Findings: Although technological and market efforts usually proceed separately, this study shows that technical and MO knowledge gathering activities can go together through external and internal networking.

Research limitations/implications: To overcome the limitation of one case study, several SMEs can be included in a future research to make a comparative analysis. A further study can investigate how technical and market networks can be integrated in the knowledge development process to speed up internationalization. Managers can learn to internationalize DI by collaborating, knowledge sharing, and networking with other SMEs, suppliers, and firms in the buyer chain.

Originality: The current study contributes to DI literature through highlighting knowledge generation in SMEs from a process perspective, as well as integrating technical and MO efforts for internationalization.

Keywords: knowledge development, disruptive innovation, market orientation, network, internationalization.

Place, publisher, year, edition, pages
Sciendo, 2022
Keywords
knowledge development, disruptive innovation, market orientation, network, internationalization
National Category
Economics and Business
Research subject
Intelligent Industry
Identifiers
urn:nbn:se:hig:diva-38234 (URN)10.7206/cemj.2658-0845.81 (DOI)000868351100002 ()2-s2.0-85140753533 (Scopus ID)
Funder
Swedish Agency for Economic and Regional Growth
Available from: 2022-03-23 Created: 2022-03-23 Last updated: 2023-03-08Bibliographically approved
Fregidou-Malama, M., Chowdhury, E., Fjellström, D. & Hyder, A. S. (2022). The paradox of globalization: exploitation or empowerment of women?. In: The paradox of globalization: exploitation or empowerment of women?: . Paper presented at 30th Annual Conference of the Global Awareness Society International (GASI).
Open this publication in new window or tab >>The paradox of globalization: exploitation or empowerment of women?
2022 (English)In: The paradox of globalization: exploitation or empowerment of women?, 2022Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

This study analyzes the Paradox of Globalisation. We investigate if Globalisation leads to empowerment or to exploitations of women. Research show globalization contributes to higher incomes for less developed economies, democratizes institutions, cultivates cultural richness and develops employment for women. Additionally, there are negative effects of globalization if the cultural context of people is not considered and globalization is controversial. We view the paradox of globalization as twofold having consequences on women empowerment and exploitation. It is assumed gender equality can improve women conditions and opportunities, advances their careers and enhances participation in democratic decision-making, by giving freedom of speech to all about problems in factory work. Based on a study from Bangladesh garment industry we analyze the influence of globalization on women empowerment. We conducted a qualitative study and structured interviews with 39 women workers in six factories and use a grounded theory approach to analyse the data. Preliminary results of the study show contextual factors affect the working conditions of women in the factories negatively. Female workers are not satisfied with the salaries they get, they are not allowed to use the money they earn by themselves and they do not have the possibility to participate in decision-making and advance in careers. The paradox is female workers still can support their families and their children and got the possibility to buy more and healthier food. The study suggests if institutional factors are considered, globalization can make a positive contribution by empowering women and improving the quality of decision-making. 

Keywords
Empowerment, exploitation, paradox, female workers, garment industry, globalization
National Category
Gender Studies
Identifiers
urn:nbn:se:hig:diva-40531 (URN)
Conference
30th Annual Conference of the Global Awareness Society International (GASI)
Available from: 2022-11-29 Created: 2022-11-29 Last updated: 2023-03-08Bibliographically approved
Sundström, A., Hyder, A. S. & Chowdhury, E. (2021). Market-oriented business model for SMEs' disruptive innovations internationalization. Marketing Intelligence & Planning, 39(5), 670-686
Open this publication in new window or tab >>Market-oriented business model for SMEs' disruptive innovations internationalization
2021 (English)In: Marketing Intelligence & Planning, ISSN 0263-4503, E-ISSN 1758-8049, Vol. 39, no 5, p. 670-686Article in journal (Refereed) Published
Abstract [en]

Purpose

The aim of this study is to develop and evaluate a market-oriented business model (MOBM) and analyze how it contributes to internationalization of SMEs' disruptive innovation.

Design/methodology/approach

Based on market orientation literature, an MOBM is developed and assessed through collaboration among companies, researchers and networking partners. For the evaluation of the model, qualitative data was collected through workshops, interviews and participatory observations at four case SMEs. Methodologically, the implementation of the MOBM consists of a systematic knowledge development process by following four work packages to support the companies' market-oriented internationalization.

Findings

The results show that SMEs face internal barriers to developing innovativeness that hinder them from creating effective disruptive innovation for the international buyer chain. The study finds that SMEs need to work with an MOBM for developing market intelligence within the organization and seek external support for entering the international market. Practical implications The methodological strength allows application, evaluation and modification of the MOBM in close collaboration with the SMEs that directly benefit from its implementation. Modifying the principles of market orientation by practical application, SMEs can apply the MOBM to analyze their internationalization capacity for high-tech disruptive innovations.

Originality/value

This article contributes to new thinking by introducing market orientation to SMEs' internationalization of disruptive innovation. The study highlights the less researched field of disruptive innovation by developing the MOBM to deal with SMEs' internationalization.

Place, publisher, year, edition, pages
Emerald, 2021
Keywords
Market orientation, SMEs, Business model, Disruptive innovation, Internationalization, Buyer chains
National Category
Economics and Business
Identifiers
urn:nbn:se:hig:diva-35409 (URN)10.1108/MIP-10-2019-0527 (DOI)000619600600001 ()2-s2.0-85101486666 (Scopus ID)
Funder
European Regional Development Fund (ERDF)
Available from: 2021-03-09 Created: 2021-03-09 Last updated: 2023-03-08Bibliographically approved
Fregidou-Malama, M. & Hyder, A. S. (2021). Multilevel trust in international marketing of healthcare services: A five-country comparative study. International Business Review, 30(6), Article ID 101895.
Open this publication in new window or tab >>Multilevel trust in international marketing of healthcare services: A five-country comparative study
2021 (English)In: International Business Review, ISSN 0969-5931, E-ISSN 1873-6149, Vol. 30, no 6, article id 101895Article in journal (Refereed) Published
Abstract [en]

Purpose: This research aims to increase understanding on how multilevel trust is developed as well as how trust levels are interconnected and influence international marketing strategy for healthcare services. Design/Methodology/Approach: A comparative case study approach was applied with Elekta, a Swedish firm, operating in Brazil, the Philippines, China, Russia, and Hong Kong. Findings: The research culminated in a multilevel trust (MLT) model comprised of three levels relating to individuals, company performance, and context. Research implications/limitations: This study offers a context-based multilevel trust model from a process perspective focusing on healthcare. This model can be tested in other service sectors. Practical implications: Managers should consider multilevel trust to boost relationships and achieve local acceptance. Originality/Value: This research contributes to trust theory by constructing a context-based multilevel trust model for international healthcare marketing. 

Place, publisher, year, edition, pages
Elsevier, 2021
Keywords
Brazil, China, COO, Hong Kong, Marketing strategy, Multilevel trust, Philippines, Russia, Sweden
National Category
Economics and Business
Identifiers
urn:nbn:se:hig:diva-36910 (URN)10.1016/j.ibusrev.2021.101895 (DOI)000702868900004 ()2-s2.0-85109434405 (Scopus ID)
Available from: 2021-08-19 Created: 2021-08-19 Last updated: 2023-03-08Bibliographically approved
Hyder, A. S. & Desalegn, A. (Eds.). (2021). Transformation of Strategic Alliances in Emerging Markets: Volume I. Emerald
Open this publication in new window or tab >>Transformation of Strategic Alliances in Emerging Markets: Volume I
2021 (English)Collection (editor) (Other academic)
Place, publisher, year, edition, pages
Emerald, 2021. p. 192
National Category
Economics and Business
Identifiers
urn:nbn:se:hig:diva-36156 (URN)10.1108/9781800437449 (DOI)2-s2.0-85140313334 (Scopus ID)9781800437456 (ISBN)
Available from: 2021-06-11 Created: 2021-06-11 Last updated: 2023-09-11Bibliographically approved
Hyder, A. S. & Desalegn, A. (Eds.). (2021). Transformation of Strategic Alliances in Emerging Markets: Volume II. Emerald
Open this publication in new window or tab >>Transformation of Strategic Alliances in Emerging Markets: Volume II
2021 (English)Collection (editor) (Other academic)
Place, publisher, year, edition, pages
Emerald, 2021. p. 216
National Category
Economics and Business
Identifiers
urn:nbn:se:hig:diva-36157 (URN)9781800437494 (ISBN)
Available from: 2021-06-11 Created: 2021-06-11 Last updated: 2023-03-08Bibliographically approved
Sundström, A., Hyder, A. S. & Chowdhury, E. (2020). Market-oriented CSR implementation in SMEs with sustainable innovations: an action research approach. Baltic Journal of Management, 15(5), 775-795
Open this publication in new window or tab >>Market-oriented CSR implementation in SMEs with sustainable innovations: an action research approach
2020 (English)In: Baltic Journal of Management, ISSN 1746-5265, E-ISSN 1746-5273, Vol. 15, no 5, p. 775-795Article in journal (Refereed) Published
Abstract [en]

Purpose

The purpose of the study is to identify and analyze critical mediating and moderating market intelligence challenges faced by the SMEs when implementing corporate social responsibility (CSR) based on an applied market-oriented business model (MOBM).

Design/methodology/approach

Focusing on developing CSR-integrated market intelligence, this study uses an action research method by analyzing four case studies. Data is collected through interviews, interactive and knowledge-sharing meetings and on-site observations. The study is part of a larger European Union project using the developed MOBM to follow the four companies' CSR implementation and learning process over a 14-month period. The action research includes seven meetings; between these, the researchers introduced the SMEs to different business focus areas, where CSR is a vital part of the MOBM.

Findings

This study shows that the SMEs are too technology-focused and have little initial idea of how to integrate CSR advantages for market intelligence into their internationalization. The MOBM model offers insights and knowledge on the strength and weakness of the internal organization to meet challenges in internationalization.

Originality/value

Via case study and action research, this study spotlights the challenges that SMEs face in the CSR implementation process and how they deal with those challenges to develop market intelligence competence internally. Instead of following a traditional research approach, the current study applies a CSR-based method where the SMEs go through a knowledge development process that originated from a theoretically designed MOBM.

Place, publisher, year, edition, pages
Emerald Publishing Limited, 2020
Keywords
Business modelCase study, CSR, Knowledge development, Market orientation, Mediator, Moderator, SMEs
National Category
Economics and Business
Identifiers
urn:nbn:se:hig:diva-33408 (URN)10.1108/BJM-03-2020-0091 (DOI)000564379400001 ()2-s2.0-85089582189 (Scopus ID)
Available from: 2020-08-31 Created: 2020-08-31 Last updated: 2023-03-08Bibliographically approved
Fregidou-Malama, M., Chowdhury, E. & Hyder, A. S. (2019). Innovative product marketing strategy: multinational companies in Bangladesh. Journal of Asia Business Studies, 13(4), 656-671
Open this publication in new window or tab >>Innovative product marketing strategy: multinational companies in Bangladesh
2019 (English)In: Journal of Asia Business Studies, ISSN 1558-7894, E-ISSN 1559-2243, Vol. 13, no 4, p. 656-671Article in journal (Refereed) Published
Abstract [en]

Purpose: This paper aims to deal with international marketing of products, analyzing how adaptation/standardization and network development are achieved when marketing products in Bangladesh.

Design/methodology/approach: By applying a qualitative method, the study was conducted at four multinationals, British American Tobacco, Perfetti Van Melle, Tetrapak and Reckitt Benckiser, operating in Bangladesh. Data were collected through semistructured interviews, direct observation and official documents. The analysis was conducted through construction of themes that were identified from the data set.

Findings: The study demonstrates that business relationships related to a local market should be adapted to customer preferences. The research suggests that a balanced combination of product quality and development of new, innovative products adapted to the needs of the market and the customers establishes trust and networks. Cultural and market context were found to influence multinational companies (MNCs)s to standardize the quality of the products and adapt marketing mix components to the needs of consumers.

Research limitations/implications: The paper contributes to international marketing literature with a model of product marketing based on context, trust, networks and adaptation/standardization. The model introduces the cultural dimension of femininity/ masculinity and the innovation of products and market structure. The study is limited to one emerging market. Further studies should explore other emerging market economies and MNCs.

Practical implications: The results suggest that to meet the challenges of emerging market economies and achieve success, managers should take people and market needs into consideration.

Originality/value: This paper extends product marketing literature by presenting a context-based model for MNCs’ product marketing.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2019
Keywords
networks, context, adaption, multinational companies, emerging market economies, product marketing, standardization, trust
National Category
Economics and Business
Research subject
Innovative Learning
Identifiers
urn:nbn:se:hig:diva-31235 (URN)10.1108/JABS-07-2018-0193 (DOI)000500438000009 ()2-s2.0-85076205716 (Scopus ID)
Available from: 2019-12-10 Created: 2019-12-10 Last updated: 2023-03-08Bibliographically approved
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0002-4383-6452

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