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The Impact of Global Market Environment on the Degree of Cooperation of International Strategic Alliances among Service Firms

Author

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  • Abdullah Ahmed Nasser Ghasham

    (Department of International Business, School of International Studies, Universiti Utara Malaysia, Sintok, Kedah, Malaysia)

  • Nik Ab Halim Nik Abdullah

    (Department of International Business, School of International Studies, Universiti Utara Malaysia, Sintok, Kedah, Malaysia)

  • Noor Hasmini Abd Ghani

    (Department of Marketing, School of Business Management, Universiti Utara Malaysia, Malaysia)

Abstract

Globalization of market present more challenges and it requires fi rms to respond by adopting various strategies. One of the strategies is through involvement in international strategic alliances (ISAs). The objective of this study was to investigate the impact of global market environment factors, which consists of two dimensions namely global market opportunities (GMO) and global market threats (GMT) on the degree of cooperation of ISAs (DCISA). A quantitative study with data collected through survey questionnaire was conducted and the sample of the study consisted of 214 service based companies in Yemen. The fi ndings show a signifi cant positive relationship between the GMO factor and the DCISA. In contrast, there is no signifi cant relationship observed between the GMT and the degree of cooperation. Therefore, fi rms observing new market opportunities resulting from globalization tend to increase the degree of cooperation of their strategic alliances

Suggested Citation

  • Abdullah Ahmed Nasser Ghasham & Nik Ab Halim Nik Abdullah & Noor Hasmini Abd Ghani, 2016. "The Impact of Global Market Environment on the Degree of Cooperation of International Strategic Alliances among Service Firms," International Review of Management and Marketing, Econjournals, vol. 6(2), pages 192-198.
    • Handle: RePEc:eco:journ3:2016-02-02
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    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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