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Marketing strategy in emerging market alliance: a longitudinal study
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
University of Skövde.
2014 (English)In: Journal for International Business and Entrepreneurship Development, ISSN 1549-9324, E-ISSN 1747-6763, Vol. 7, no 4, 309-325 p.Article in journal (Refereed) Published
Abstract [en]

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
2014. Vol. 7, no 4, 309-325 p.
Keyword [en]
healthcare technology, resources, learning, networks, longitudinal study, marketing strategy, emerging markets, strategic alliances, Central and Eastern Europe, CEE, Hungary, Sweden, medical engineering
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-17551DOI: 10.1504/JIBED.2014.064451OAI: oai:DiVA.org:hig-17551DiVA: diva2:748099
Available from: 2014-09-18 Created: 2014-09-18 Last updated: 2017-12-05Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf