To read this content please select one of the options below:

Marketing innovation: a resource‐based view of international and local firms

Suraksha Gupta (Department of Marketing, Middlesex University Business School, London, UK)
Naresh Malhotra (Scheller College of Business, Georgia Tech, Atlanta, Georgia, USA)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 22 March 2013

5307

Abstract

Purpose

The purpose of this paper is to conceptualize a model for fostering innovation in marketing by virtue of the competitiveness that is an outcome of the collaboration between international and local firms working together in emerging markets.

Design/methodology/approach

The authors use the case of an international brand and local firms in an emerging economy to illustrate and support the proposed framework.

Findings

The extant literature on competitiveness advocates the fit between business partners in association based on mutual value creation. This paper adopts a resource‐based view to support this approach. It contributes to knowledge about emerging markets by reflecting on the benefits gained by both international firms and local firms that are based in emerging markets as partners in association for business purposes.

Practical implications

The study draws on managerial practices and existing literature to develop a conceptual framework that explains how a resource‐based association drives individual competitiveness, and how the integration of the competitiveness of both partners facilitates innovation in marketing.

Originality/value

This study uses a resource‐based view to explain the relationship between an international brand and its resellers in emerging markets. It contributes to the business‐to‐business marketing literature that discusses innovation as an important outcome of collaboration between international firms and their local business customer firms in emerging markets.

Keywords

Citation

Gupta, S. and Malhotra, N. (2013), "Marketing innovation: a resource‐based view of international and local firms", Marketing Intelligence & Planning, Vol. 31 No. 2, pp. 111-126. https://doi.org/10.1108/02634501311312026

Publisher

:

Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

Related articles