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Market orientation and communication methods in international strategic alliances

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

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.

Suggested Citation

  • Shin, Jong-Kuk & Park, Min-Sook & Ingram, Rhea, 2012. "Market orientation and communication methods in international strategic alliances," Journal of Business Research, Elsevier, vol. 65(11), pages 1606-1611.
    • Handle: RePEc:eee:jbrese:v:65:y:2012:i:11:p:1606-1611
    DOI: 10.1016/j.jbusres.2011.02.046
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    References listed on IDEAS

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    1. Pisani, Niccolò & Caldart, Adrián & Hopma, Jaël, 2017. "SMEs' formation of minority international joint ventures and level of internationalization: The moderating role of a global versus regional focus," European Management Journal, Elsevier, vol. 35(3), pages 414-424.
    2. Xiuwen Chen & Qing Zhou & Zhigang Wang, 2024. "Causes of conflicts in standardization alliances related to the Belt and Road Initiative," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 11(1), pages 1-10, December.

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