Developing a Marketing Model Utilizing the Resource-Based View and Risk Management in Emerging Economies: Insights from Multinational Corporations

Abstract

This study focuses on a marketing model that explores the practical aspects of risk management in emerging countries. It aims to illustrate the potential advantages that multinational enterprises (MNEs) can gain by integrating the Resource-Based View (RBV) framework and effective risk management strategies to navigate the inherent complexities of these market environments. The RBV theory asserts that a company's export performance is intricately linked to its internal resources and capabilities, a proposition particularly relevant for multinational companies (MNEs) given the impact of globalization and economic downturns. Multinational enterprises (MNEs) often encounter challenges in acquiring resources and developing capabilities for global expansion, especially when compared to larger firms. Collaborative relationships between organizations emerge as a valuable avenue for MNEs, enabling them to acquire both tangible and intangible resources. This resource acquisition serves to augment their existing resource base, ultimately contributing to a favorable impact on their overall performance. However, it is essential to acknowledge that such collaborations may expose the core corporation to intangible consequences in its relationships with downstream intermediaries. These consequences include heightened dependence, increased exposure to risk, elevated vulnerability, and a diminished level of influence. To effectively navigate these complexities and integrate resources and skills, meticulous design and execution of monitoring and coordination procedures among the parties engaged in inter-firm partnerships become paramount.The current research introduces a comprehensive marketing framework tailored for multinational businesses (MNEs) operating in emerging countries. This framework harmonizes the principles of the RBV theory with effective risk management strategies. The findings of this study offer significant value to various stakeholders, including corporations, governmental bodies, and scholars. They shed light on strategies that multinational businesses (MNEs) can employ to enhance their competitiveness and sustainability in developing nations.