Index of Paper Presentations for the Parallel Sessions - Academy of ...

International Brands, Business Relationships and Marketing Innovation in Emerging EconomiesSuraksha Gupta PhD, Lecturer (Marketing), Brunel Business School, London, UKAbstractThis work in progress conceptualizes a model of innovation in marketing by virtue of competitiveness. The extantliterature on competitiveness advocates the fit between business partners in association based on mutual valuecreation. This paper adopts a resource-based view to support this approach. It contributes to knowledge by reflectingon the benefits gained by both partners, from mutual use of their individual resources for delivering superior value toconsumers. The study draws on literature and personal in-depth interviews with managers of international and localfirms to develop a framework. The field research for practitioner insights suggests that competitiveness forinnovation in marketing for partners is driven by associations developed considering resource based view.Key words: International firms, Local firms, Competitiveness, Innovation in marketing, Business relationships1.0 IntroductionThe resource based view (RBV) of Wernerfelt (1984) suggests that competitiveness can be achieved by deliveringsuperior value to customers. Literature focuses on the strategic identification and use of resources by a firm fordeveloping a sustained competitive advantage (Barney, 1991). International business theorists also explain thesuccess and failures of firms across boundaries by considering the competitiveness of their subsidiaries in emergingmarkets through local alliances (Luo, 2003). Local knowledge becomes a sustainable competitive resource and isconsidered to be useful for firms competing in global markets (Peng, 2001). This school of thought and itsrelationship to international business presents a pragmatic observation of resource based view oriented towardsmarketing (Srivastava et al., 2001; Peng 2001).