Business Commons^™

Learning Through International Strategic Alliances: Processes And Factors That Enhance Marketing Strategy Effectiveness, Gregory E. Osland, Attila Yaprak

Scholarship and Professional Work - Business

Intensified competitive, technological, and market pressures have made organizational learning a critical imperative in global strategy effectiveness. Firms can learn through experience and from three processes that involve other firms: imitation, grafting, and synergism. Interpartner learning has become critical, since experiential learning is insufficient for most firms. Responds to calls for a broadened role of marketing and synthesizes and extends research from organization behaviour and strategic management to the field of marketing to fuel further academic inquiry. Based on an extension of Chandler′s strategy‐structure‐performance paradigm, develops propositions on how the environment, organizational culture, strategy, and structure can affect a company′s …