Virtual collaboration technology and international business coaching: examining the impact on marketing strategies and sales

Stephen J. Anderson, Pradeep Chintagunta and Naufel J. Vilcassim

LSE Research Online Documents on Economics from London School of Economics and Political Science, LSE Library

Abstract: This paper studies the impact of international business coaching via virtual collaboration technology on the strategies and sales of emerging market entrepreneurs. It sheds light on three novel research questions: (1) What is the effect of virtual business coaching on firm sales? (2) What is the mechanism through which this effect occurs; specifically, does virtual coaching stimulate shifts in marketing strategy? (3) Do entrepreneurs benefit more from virtual coaching when they are less strategic in their decision-making? We conducted a randomized controlled field experiment with 930 entrepreneurs in Uganda to examine the impact of a virtual coaching intervention that connects management professionals in primarily advanced markets and entrepreneurs in emerging markets with the aim of improving business performance. The analysis finds a positive and significant main effect on firm sales – treatment entrepreneurs increase monthly sales by 27.6% on average. In addition, entrepreneurs who receive virtual coaching are 52.8% more likely to have shifted their marketing strategy in a new direction. Moreover, consistent with this mechanism of inducing strategic business changes, the results show that entrepreneurs who receive virtual coaching tend to do better when they (ex ante) lack strategic focus. These results have important implications for the development of marketing strategies by entrepreneurs and multinational managers, as well as for policymakers interested in improving the performance of small firms in emerging markets and beyond.

Keywords: marketing strategy innovation; strategic shift; business model change; pivoting; international business coaching; virtual collaboration technology; Covid-19 and remote work; small firm growth; entrepreneurship; joint Growth Research Program; Marshall Institute (search for similar items in EconPapers)
JEL-codes: J50 (search for similar items in EconPapers)
Pages: 36 pages
Date: 2023-11-10
New Economics Papers: this item is included in nep-bec, nep-cse, nep-exp and nep-sbm
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Published in Marketing Science, 10, November, 2023, 43(3), pp. 637 - 672. ISSN: 0732-2399

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http://eprints.lse.ac.uk/120474/ Open access version. (application/pdf)

Related works:
Journal Article: Virtual Collaboration Technology and International Business Coaching: Examining the Impact on Marketing Strategies and Sales (2024)
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