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

Research DesignResource based view is a new conceptualization of the literature previously amalgamated by many researchers(Conner, 1991; Barney, 2001; Yang et al., 2008). A measurement instrument can validate the scale developed to testthe model proposed by this research (Churchill, 1979). The instrument will be based on the review of literature andqualitative insights received from the data collected from the field (Nanually, 1967). The sample of internationalcompanies and local companies involved in the business of selling products or services offered by internationalcompanies will be selected for purpose of data collection. Access to the sample will be supported by the database ofinternational firms from a marketing agency offering its services to international firms and associations of localfirms.Research Data and MethodologyThe objective of our empirical research will be to look at the variables that strengthen the relationship betweeninternational and local firms from a resource-based view. The data for analysis involves two set of respondents i.e.international firms and local firms. Respondents will be the senior managers of international firms who are offeringproducts and services to local firms and local firms who are offering products and services of international firms totheir local markets. The data will be procured from marketing companies operating in India. For this research, weincommon look at how these two types of firms benefit from the resources owned by the other firm.As a part of analysis, we will be reviewing the individual contributions made by firms, to explain how they mutuallyallow the partner firms to exploit their resources for addressing competitive markets with innovating marketingpractices. In order to reflect on the quality of local relationships and resources provided by local firms tointernational firms we also measure the role of networks in the association as an indicator of internal capabilities ofthe firm. Based on review of literature and data available, authors have conceptualized specific constructs.This research aims to econometrically test the model presented in this paper by performing confirmatory factoranalysis and path analysis using structural equation modeling. Our structural model will look at the relationshipsidentified to understand the benefits of relationships between international and local firms in business networks. Therelationships will be evaluated through covariance structure analysis using LISREL (Anderson and Gerbing, 1988).A null model that will allow a better understanding of the structural model that will be estimated by considering therelationships between observable constructs to be zero. The structural paths will be estimated to find a saturatedmodel.SummaryIntegration of marketing and resource-based theory identifies the ability of a firm to utilize its knowledge andrelationships apart from products and services as valuable resources that can drive its competitiveness in themarketplace (Cooner, 1991; Barney, 2001; Fahy, 2002). Despite a plethora of research on this integration, thisstream of knowledge requires an established framework. This is a work in progress paper that has outlined a broadconcept into a framework which requires further investigation that can refine and establish the relationships betweenconstructs identified.ReferencesAkan O., Allen R.S., Helms M.M. and Spralls S.A. (2006), ―Critical tactics for implementing Porter‘s genericstrategies‖, Journal of Business Strategy, 27(1): 43-53.Amin A. (1999), ―An institutionalist perspective on regional economic development‖, International Journal ofUrban and Regional Research, 23(2): 365-378.Anderson J.C. and Gerbing D.W. (1988), ―Structure equation modeling in practice: A review and recommendedtwo-step approach‖, Psychological Bulletin, 103(3): 411-423.