Developing a Market-Driving Strategy for Foreign Markets: Internal Capabilities and External Activities

Pervez N, Elg U, Tarnovskaya V, et al. Developing a Market-Driving Strategy for Foreign Markets: Internal Capabilities and External Activities [J]. Schmalenbach Business Review, 2011, 11(3): 1-23

23 Pages Posted: 29 Sep 2016

See all articles by Pervez Ghauri

Pervez Ghauri

King's College, London; University of Birmingham

Ulf Elg

Lund University - School of Economics and Management

Veronika Tarnovskaya

Lund University - School of Economics and Management

Fatima Wang

King's College London

Date Written: 2011

Abstract

Current research argues that a market-driving strategy leads to a competitive advantage. However, a market-driving strategy tries to change established rules in the marketplace and thus, is difficult to pursue. We argue that a market-driving strategy must be based on distinct capabilities and that firms using this strategy will perform a set of external activities and possess certain critical capabilities that are required to make the strategy successful. We develop a theoretical framework and propositions on the role of the learning, branding, resource configuration, and networking capabilities that support these activities.

Keywords: Capabilities, Conceptual Framework, global Firms, Market driving Strategy, networks

JEL Classification: F23, L14

Suggested Citation

Ghauri, Pervez and Elg, Ulf and Tarnovskaya, Veronika and Wang, Fatima, Developing a Market-Driving Strategy for Foreign Markets: Internal Capabilities and External Activities (2011). Pervez N, Elg U, Tarnovskaya V, et al. Developing a Market-Driving Strategy for Foreign Markets: Internal Capabilities and External Activities [J]. Schmalenbach Business Review, 2011, 11(3): 1-23. Available at SSRN: https://ssrn.com/abstract=2844521

Pervez Ghauri (Contact Author)

King's College, London ( email )

Strand
London, England WC2R 2LS
United Kingdom

University of Birmingham ( email )

Edgbaston, Birmingham B15 2TT
United Kingdom

Ulf Elg

Lund University - School of Economics and Management ( email )

Tycho Brahes väg 1,
S-220 07 Lund, 223 63
Sweden

Veronika Tarnovskaya

Lund University - School of Economics and Management ( email )

Tycho Brahes väg 1,
S-220 07 Lund, 223 63
Sweden

Fatima Wang

King's College London ( email )

Strand
London, England WC2R 2LS
United Kingdom

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
32
Abstract Views
215
PlumX Metrics