Composite collaboration and the differentiation strategies adopted by emerging market firms in advanced markets during the COVID-19 pandemic

Huda Khan* (Corresponding Author)

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

14 Citations (Scopus)
2 Downloads (Pure)

Abstract

Purpose
This article illustrates how, during the COVID-19 pandemic, emerging market exporting firms can adopt differentiation strategies using composition-based capabilities, which, in turn, will enable them to strengthen their images and market shares, i.e. their strategic marketing performance in advanced markets.

Design/methodology/approach
This study is based on survey data obtained from 86 Pakistani firms exporting to advanced economies.

Findings
The study found that compositional collaboration capabilities positively influence the differentiation strategies and strategic marketing performance of emerging market exporting firms conducting business in advanced host markets. Furthermore, the findings indicate that differentiation strategies mediate the influence of compositional collaboration capabilities on the strategic marketing performance of these firms.

Originality/value
By taking a new compositional based theoretical perspective, this study examined the underexplored phenomenon of how emerging market firms can differentiate their offerings in advanced export markets in order to achieve a better strategic performance during external shocks such as the COVID-19 pandemic. Given that export growth is a strategic priority for many emerging markets, including Pakistan, due to their substantial trade deficits, this study provides important contributions from both the theoretical and practical perspectives.
Original languageEnglish
Pages (from-to)1035-1053
Number of pages19
JournalInternational Marketing Review
Volume40
Issue number5
Early online date1 Sept 2022
DOIs
Publication statusPublished - Dec 2023

Keywords

  • composite collaboration
  • market players
  • non-market players
  • differentiation strategy
  • strategic marketing performance
  • pandemic

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