Market orientation and communication methods in international strategic alliances

This article discusses factors affecting the success of international strategic alliances, specifically market orientation and communication methods. The study empirically compares market orientation and methods of communication with strategically allied SMEs (small and medium enterprises) in countr...

Full description

Saved in:
Bibliographic Details
Published in:Journal of business research 2012-11, Vol.65 (11), p.1606-1611
Main Authors: Shin, Jong-Kuk, Park, Min-Sook, Ingram, Rhea
Format: Article
Language:English
Subjects:
Alliances
Communication
Communication method
Cultural values
International markets
International strategic alliance
Market
Market orientation
Small & medium sized enterprises-SME
South Korea
Strategic planning
Studies
Success factors
U.S.A
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:This article discusses factors affecting the success of international strategic alliances, specifically market orientation and communication methods. The study empirically compares market orientation and methods of communication with strategically allied SMEs (small and medium enterprises) in countries with different cultural values (i.e., United States and Korea). The findings indicate that market orientation and communication methods in an international strategic alliance between US and Korean SMEs have distinct differences. For example, the results show that market orientation and communication methods differ according to the number of foreign partners within an alliance and the duration of an alliance. The article highlights some managerial implications that might occur due to the differences between American and Korean SMEs operating an international strategic alliance.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2011.02.046