中东市场进入策略:揭晓赞助策略

IF 16.4 1区化学 Q1 CHEMISTRY, MULTIDISCIPLINARY

Accounts of Chemical Research Pub Date : 2021-07-03 DOI:10.1080/00208825.2021.1959878

Moustafa Salman Haj Youssef, D. Teng

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引用次数: 4

摘要

国际进入模式战略文献对中东地区，特别是阿拉伯国家和海湾合作委员会国家的研究结果有限。用定性的方法来理解跨国公司的市场进入策略，很明显，传统的进入模式并不是跨国公司在中东的唯一进入策略。采用半结构化访谈来分析数据，主要数据收集自沙特阿拉伯王国和阿拉伯联合酋长国的高级管理人员。调查结果表明，除了传统的进入模式外，跨国公司还开发了一种进入中东市场的额外方法，即与个人而不是与公司组建合资企业。我们将这种进入模式称为“赞助”策略。提出了对研究和实践的启示。

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Market entry strategies in the Middle East: unveiling the sponsorship strategy

Abstract The international entry mode strategies literature presents limited findings for the Middle East, particularly for Arab countries and the Gulf Cooperating Council Countries. Using a qualitative approach to understand the market entry strategies of multinational corporations, it is evident that the traditional entry modes are not the only form of entry strategy for MNCs in the Middle East. Semi-structured interviews were used to analyze data primary data collected from senior managers in Kingdom of Saudi Arabia and United Arab Emirates. Findings show that in addition to traditional entry modes, Multinational companies have developed an extra approach to entering Middle Eastern markets by forming joint ventures with individuals rather than with corporations. We label this entry mode as ‘sponsorship’ strategy. Implications for research and practice are offered.

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来源期刊

Accounts of Chemical Research 化学-化学综合

CiteScore

31.40

自引率

1.10%

发文量

312

审稿时长

2 months

期刊介绍： Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.