Research Proposal Presentation

International Marketing Strategies of Emerging Market

Firms after Brand Acquisition of Developed Market Firms
 CONTENTS
CONTENTS
• Abstract
• Introduction
• Literature Review
• Key Assertions / Objectives
• Research Methods
• Analysis
• Research Limitations
• Proposed Timescale
• References/ Bibliography
 ABSTRACT
AB STRACT
• Research work specifically focuses on inter-firm brand
acquisitions and growth strategies adopted by emerging
market firms.
• Currently, Emerging Market Firms are looking at brand
acquisitions of Developed Market Firms.
• After such type of acquisitions, emerging market firms
strives for an opportunity to penetrate in new developed
markets and make international marketing strategies.
• Furthermore, what are the factors contributing to
international marketing success in such scenario and
how do such brand acquisitions help or hurt emerging
market firms, after the acquisitions.
 INTRODUCTION
I NTRODUC TION
Interorganizational Marketing International Marketing Acquisitions
Alliances Acquisitions
Mode of Strategic Alliances Domestic Mkt Developed to Emerging to
Alliances or Emerging Mkt Developed Mkt
Acquisitions
Definition A formalized A formalized A formalized A formalized
arrangement among purchase of purchase of one purchase of one
two or more firms one organization to organization to
that focuses on one organization to focus on growth focus on growth
or more upstream focus on by acquiring by acquiring
and/ or downstream growth by clients and clients and
value chain activities acquiring marketplace by marketplace by
where the partners clients and developed emerging market
pool skills and marketplace market firm in firm in developed
resources to achieve within the emerging market market firms.
competitive boundary of firms.
advantage. same country.
 INTRODUCTION
I NTRODUC TION
Year Emerging Market Firms Developed Market Firms Strategic
Advantage
2019 Reliance Brands British toy retailer Hamleys Luxury Market,
from Chinese fashion Brand Equity and
conglomerate C Innovation
International
2005 Lenovo IBM's Thinkpads Brand Equity

2010 Geely, Chinese Vovo Car Corporation Innovation and NPD

automobile manufacturer
2015 Cheetah Mobile Mobpartner France Distribution Network
and Global Market
2008 TCS Citigroup Global Services Global Management
Limited (CGSL) Practices and
Processes
2018 Shandong Ruyi Group, a Swiss luxury shoe and
Chinese Textile giant accessories brand, Bally Capitalize on Luxury
2008 Tata Motors Jaguar and Land Rover UK Markets
 LITERATURE REVIEW
LI TE RATU RE RE VI E W

• Interorganizational alliances or acquisitions have

attracted significant research attention in marketing.
Many firms from developed markets acquired emerging
market firms and implemented marketing strategies to
penetrate mass market living in emerging markets.
• As the struggle to dominate emerging markets continue,
there is an interesting evolving phenomenon in the
Emerging International Market The TATA Jaguar venture
(Indian firm acquiring a U.K. giant) or the Geely-Volvo
venture (Chinese company taking over a global giant) are
interesting examples of reverse E-IMA models, wherein
companies from emerging markets are trying to lead
market expansion efforts in developed markets (Gubbi et
al. 2010).
 LITERATURE REVIEW
LI TE RATU RE RE VI E W
• However, reverse international market acquisitions (R-
IMA) has been very challenging in terms of competitive
advantage. A marketing alliance is a more precise
arrangement, focusing on downstream value chain
activities such as distribution, sales, joint promotion, and
customer relationship management (Swaminathan and
Moorman 2009; Rindfleisch and Moorman 2001).
• An international marketing acquisitions (IMA) is a
ubiquitous form of marketing acquisitions that is
formalized between two firms from different countries.
These acquisitions are formed with the intention of
generating competitive advantages by expanding to
international markets.
 LITERATURE REVIEW
LI TE RATU RE RE VI E W
• This expansion provides access to new untapped market
assets, such as brands and end-consumers, as well as
intellectual market-based assets, such as market
intelligence, competition, and access to interest groups
(Srivastava et al. 1998). Thus, international market
acquisitions are important tools for CEOs and senior
marketing executives and have garnered great attention
from the academic community.
 KEY ASSERTIONS
KEY ASSE RTIONS // OB
OBJECTIVES
J EC TI VE S

• The objective of the research is to identify the

attributes contributing to marketing strategies
followed by emerging market firms after doing brand
acquisitions of developed market firms.
• In addition, focus is to build a theoretical model of
Reverse International Marketing Acquisitions (R-IMA)
based on attributes derived from research work.
 RESEARCH METHODS
RE SEA RCH M E THODS
• Following the existing qualitative studies in marketing (e.g.,
Kumar et al. 2016), I will use a grounded theory approach
(Glaser 1998) to develop a theoretical model of R-IMAs and
explore the factors for their successful acquisitions.
• I will interview corporate managers of around 100 firms
across 10 sectors that
 1. Companies that have not participated in any marketing acquisitions
(n=10)
 2. Companies that have been involved in Domestic Marketing acquisitions
but not in International Marketing acquisitions (n=10)
 3. Companies that have been involved in emerging international market
acquisitions from developed market acquisitions (n=20)
 4. Companies that have been involved in developed international market
acquisitions from emerging market acquisitions (n=60).
 ANALYSIS
ANALYSIS

• All the data collected would be analysed and converted

to drivers/ attributes responsible for successful
international marketing brand acquisitions of developed
market firms by emerging market firms and incorporate a
successful theoretical model for such acquisitions.
• Further, it will help in capturing the drivers for successful
implementation of international marketing strategies.
 RESEARCH
RE SEARCH LIMITATIONS
LIM I TATIONS

• First, in this study, I focus on developing a theoretical model and

propositions based on in-depth interviews with senior executives
and available secondary data. As I do not test our propositions in
this study, it opens the opportunity to empirically test these in
the future. However, it is challenging to collect data and proxy
variables that can be used to test the propositions. Here, we
discuss some sources and ideas that could help in this regard.
• Second, I will interview senior executives involved in Emerging
International Market Acquisitions in a specific emerging market:
India. Future research could investigate this phenomenon in
other emerging markets, such as China and Brazil.
 PPROPOSED TIMESCALE
ROP OSE D TIM E SCALE

Work Course Literature Review Paper Field Research Thesis

Activity Work Review Publication Research paper Submission
Work publication
July- 2020 to √
June- 2021
July- 2021 to √ √ √ √
June- 2022
July- 2022 to √ √ √
Dec- 2022
Jan- 2023 to √ √
June- 2023
July- 2023 to √
Dec- 2023
Jan- 2023 to √
July- 2024
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