Market orientation and communication methods in international strategic alliances

Jong-Kuk Shin, Min-Sook Park and Rhea Ingram

Journal of Business Research, 2012, vol. 65, issue 11, 1606-1611

Abstract: 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.

Keywords: International strategic alliance; Market orientation; Communication method (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:65:y:2012:i:11:p:1606-1611

DOI: 10.1016/j.jbusres.2011.02.046

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