Who creates international marketing agility? Diasporic agility guiding new market entry processes in emerging contexts
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/42005 |
Resumo: | International marketing agility is a crucial dynamic capability in international business. The purpose of this article is to examine who creates it and how exporters and partners leverage diasporic agility. We employ case study research on two diaspora entrepreneurs acting as ambidextrous strategic channel partners and playing a central role in guiding the exporter to new markets. In both cases, the role of the diaspora entrepreneurs as channel partners was decisive in providing multistage agility for the exporter while employing their specific market drive and understanding as a source of competitive advantage. While the exporters concentrated on their core business, the partners sensed, seized, and reconfigured resources to enable market entry and growth under culturally and politico-economically demanding conditions. The diasporic understanding of the markets was a unique form of this agility and fundamental for the right strategies and an exporter's international marketing. Diaspora channel partners facilitated entry and lowered the cost of international marketing by providing advanced and more locally legitimate knowledge, fostering ambidexterity. We contribute to the conceptualization of the role of diaspora as an international marketing agility actor. |
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Who creates international marketing agility? Diasporic agility guiding new market entry processes in emerging contextsAmbidexterityChannel partnerDiaspora entrepreneurshipInternational marketing agilityNew market entryInternational marketing agility is a crucial dynamic capability in international business. The purpose of this article is to examine who creates it and how exporters and partners leverage diasporic agility. We employ case study research on two diaspora entrepreneurs acting as ambidextrous strategic channel partners and playing a central role in guiding the exporter to new markets. In both cases, the role of the diaspora entrepreneurs as channel partners was decisive in providing multistage agility for the exporter while employing their specific market drive and understanding as a source of competitive advantage. While the exporters concentrated on their core business, the partners sensed, seized, and reconfigured resources to enable market entry and growth under culturally and politico-economically demanding conditions. The diasporic understanding of the markets was a unique form of this agility and fundamental for the right strategies and an exporter's international marketing. Diaspora channel partners facilitated entry and lowered the cost of international marketing by providing advanced and more locally legitimate knowledge, fostering ambidexterity. We contribute to the conceptualization of the role of diaspora as an international marketing agility actor.Veritati - Repositório Institucional da Universidade Católica PortuguesaElo, MariaSilva, Susana2023-09-01T00:30:33Z2022-09-012022-09-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.14/42005eng1520-687410.1002/tie.2228485131811290000810167500001info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-09-05T01:38:32Zoai:repositorio.ucp.pt:10400.14/42005Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T20:26:18.723905Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Who creates international marketing agility? Diasporic agility guiding new market entry processes in emerging contexts |
title |
Who creates international marketing agility? Diasporic agility guiding new market entry processes in emerging contexts |
spellingShingle |
Who creates international marketing agility? Diasporic agility guiding new market entry processes in emerging contexts Elo, Maria Ambidexterity Channel partner Diaspora entrepreneurship International marketing agility New market entry |
title_short |
Who creates international marketing agility? Diasporic agility guiding new market entry processes in emerging contexts |
title_full |
Who creates international marketing agility? Diasporic agility guiding new market entry processes in emerging contexts |
title_fullStr |
Who creates international marketing agility? Diasporic agility guiding new market entry processes in emerging contexts |
title_full_unstemmed |
Who creates international marketing agility? Diasporic agility guiding new market entry processes in emerging contexts |
title_sort |
Who creates international marketing agility? Diasporic agility guiding new market entry processes in emerging contexts |
author |
Elo, Maria |
author_facet |
Elo, Maria Silva, Susana |
author_role |
author |
author2 |
Silva, Susana |
author2_role |
author |
dc.contributor.none.fl_str_mv |
Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Elo, Maria Silva, Susana |
dc.subject.por.fl_str_mv |
Ambidexterity Channel partner Diaspora entrepreneurship International marketing agility New market entry |
topic |
Ambidexterity Channel partner Diaspora entrepreneurship International marketing agility New market entry |
description |
International marketing agility is a crucial dynamic capability in international business. The purpose of this article is to examine who creates it and how exporters and partners leverage diasporic agility. We employ case study research on two diaspora entrepreneurs acting as ambidextrous strategic channel partners and playing a central role in guiding the exporter to new markets. In both cases, the role of the diaspora entrepreneurs as channel partners was decisive in providing multistage agility for the exporter while employing their specific market drive and understanding as a source of competitive advantage. While the exporters concentrated on their core business, the partners sensed, seized, and reconfigured resources to enable market entry and growth under culturally and politico-economically demanding conditions. The diasporic understanding of the markets was a unique form of this agility and fundamental for the right strategies and an exporter's international marketing. Diaspora channel partners facilitated entry and lowered the cost of international marketing by providing advanced and more locally legitimate knowledge, fostering ambidexterity. We contribute to the conceptualization of the role of diaspora as an international marketing agility actor. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-09-01 2022-09-01T00:00:00Z 2023-09-01T00:30:33Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/42005 |
url |
http://hdl.handle.net/10400.14/42005 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
1520-6874 10.1002/tie.22284 85131811290 000810167500001 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799133530725285888 |