A Study of the Business Network Internationalization Process Model in Myanmar: Literature Review

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Abstract

The business network internationalization process model is a development of the interaction and network approach that emerged from the Uppsala school in the late 1970s and which helped revolutionize the understanding of marketing. Until the network approach, marketing decisions were assumed to be based on the rationality of microeconomics, perhaps supplemented by the addition of transaction cost analysis. Since then, the role of inter-personal and inter-organizational relationships has been incorporated into frameworks and this has permitted the creation of much more sophisticated and meaningful models of the relationships within networks of market actors. However, this approach was developed in the context of advanced western European economies and the firms who prosper within them. It is far from certain that it will be suitable for application in an emerging economy such as that of Myanmar, where there is a significant lack not just of physical infrastructure and connectivity but also a legal system to support commercial activities and relevant support services such as translation and legal advice, marketing, advertising, design and packaging services. This paper consists of a literature review that has been prepared for a research project to investigate the issues outlined above.

Aye Aye Htun and John Walsh

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