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Cross-border marketing ecosystem orchestration: A conceptualization of its determinants and boundary conditions

Kelly Hewett, G. Tomas M. Hult, Murali K. Mantrala, Nandini Nim and Kiran Pedada

International Journal of Research in Marketing, 2022, vol. 39, issue 2, 619-638

Abstract: The authors propose that the current trends and developments in the international marketplace call for a new theoretical concept-based approach to inform and guide cross-border marketing strategy. Specifically, the authors label this approach marketing ecosystem orchestration (MEO). The marketing ecosystem is defined as connected, interdependent, and co-evolving sets of actors, activities, and institutions enabling the marketing of an offering that has value for customers, clients, partners, and society at large. MEO is a new strategic approach for an internationalizing firm to achieve sustained value creation, value appropriation, and growth in a host market. Orchestration involves developing and/or coordinating the ecosystem’s interdependent – but independent actors, resources, information, processes, and services to create, co-create, and appropriate value from firms’ market-based assets. The authors theorize three components of MEO – the orchestration of supply chains and fulfillment networks, marketing communications, and transactions and payments sub-ecosystems – and develop a conceptual framework and propositions influencing the determinants of MEO adoption by the focal firm. This paper concludes with managerial implications and offers several new directions for international marketing research.

Keywords: Internationalization; Marketing ecosystem; Ecosystem orchestration; Cross-border marketing; MOA framework (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1016/j.ijresmar.2021.09.003

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