Papers by Desalegn Abraha
In this chapter, each case is analyzed in phases to reflect on the development of the business pr... more In this chapter, each case is analyzed in phases to reflect on the development of the business process between Swedish firms and local partners from the transitional emerging economies. Initially 20 cases were studied but the final number was 10 cases as other alliances or their continuation in some other forms cannot be traced. Transformation of the alliances shows how the partners have gained experience and grown over the years. Out of the 10 cases, three phases in eight of the cases can be identified. Only two phases are found in the remaining two cases. The analysis is done in such a way that cases can be compared in terms of the variables of the conceptual framework, which includes motives, resources, learning, network, performance, and business environment prevailing in the case countries. The analysis is in two steps: first, each case is discussed in different phases and second, all cases are compared together, also in separate phases. The result of the analysis is the starti...
The Internet has opened up new opportunities for companies to market and sell their products onli... more The Internet has opened up new opportunities for companies to market and sell their products online. In the early days of internet marketing and still some of the more widely used methods are Pop-ups and Banners. Earlier research and academic studies have proven these methods of being perceived as irritating and more or less ignored. With this in mind, marketers have been searching to find new and alternative ways of marketing, in addition to the traditional methods. Eventually, when the trend of blogs and communities began growing, so did the companies interests towards them. Because of the new possible forms of marketing online, and due to the companies increasing effort of receiving better value regarding their advertisement budget, the purpose of this thesis is to examine if marketing on sites such as blogs and communities are more positively perceived upon among internet users. In some cases, this has been examined in relation to the more traditional means of online marketing. ...
2015 Fifth International Conference on Digital Information Processing and Communications (ICDIPC), 2015
The way online consumers assess the value of advertisements on social networking sites (SNSs) is ... more The way online consumers assess the value of advertisements on social networking sites (SNSs) is important to know, because it has been shown that value of these advertisements can influence consumers' behavior toward advertised products and brands. In that regard, this study aimed to provide insights into how online consumers think about and assess the value of advertisements on SNSs by using a focus group method. Two focus groups were conducted with two groups from the different cultural background (Indian and Swedish). By using Krueger and Casey's (2000) five weighting factors, the participants revealed different weights for the tested factors. The Indian participants were more information-oriented, and the presented factors seemed applicable to them. In comparison, the Swedish participants were more focused on credibility, and factors like interactivity seemed not applicable to them. This is the first study that empirically examines online consumers' assessment of advertisement value on SNSs by using a focus group approach. It helps to gain a deeper insight into that research phenomenon. In the future, researchers need to carry sequential exploratory studies to confirm the effects of social influence and pre-purchase search motivation.
European Journal of Marketing, 2011
Page 1. 1 Interactive Internationalization The Case of Swedish Firms Gabriel BaffourAWUAH Ph.D,... more Page 1. 1 Interactive Internationalization The Case of Swedish Firms Gabriel BaffourAWUAH Ph.D, Associate Professor Halmstad University, Sweden +46 35 16 7704 [email protected] Desalegn Abraha GEBREKIDAN ...
International Journal of Digital Information and Wireless Communications, 2015
The aim of this paper is to propose a conceptual framework addressing factors that predict users'... more The aim of this paper is to propose a conceptual framework addressing factors that predict users' assessment of the value of ads on social networking sites (SNSs). The basic unit of analysis is the SNSs' user. The action scene is composed of a set of components that together shape the outcomes of the model to identify these factors. The suggested framework consists of five belief factors (information value, entertainment value, credibility value, irritation value, and interactivity value), one motive factor (individuals' pre-purchase search motivation), in addition to two social factors (social influence, and national culture). The study aimed to characterize these key elements of the framework, their relationship, and interactions with the perceived value of advertisements. This paper intends to create a common understanding of the basic concepts and a shared conceptual model among scholars researching advertisements on online social networks.
Major studies on strategic alliances have until now concentrated on large firms, thus opportuniti... more Major studies on strategic alliances have until now concentrated on large firms, thus opportunities and problems related to the formation and operation of alliances by small- and medium-sized firms remain unexplored. This study concentrates on product and skills development in high-tech small- and medium-sized firms (SMHT) through international strategic alli-ances. Due to the explorative nature of the study, a qualitative method has been used for data collection and analysis. A theoretical framework consist-ing of motives, resources, learning, network, and performance has been ap-plied to analyse case studies. Learning, complementarity of resources, and development of long-term relationships are found to be closely related with performance. Another finding is that environmental issues often have sig-nificant impact on the development of alliances.
In conclusion, the relevance of the research implications, managerial implications, and implicati... more In conclusion, the relevance of the research implications, managerial implications, and implications for strategies in emerging markets are assessed in this chapter. The findings show that future research should apply different research designs such as a focus group discussion, collect empirical data from the various levels of the chosen organizations, be quantitative, make use of hypothesis testing, do a comparative study, etc. Various managerial implications are also recommended based on the study and the conclusions drawn. Some of the implications are that management should develop a long-term learning and adaptive perspective. Management must be able to secure a full understanding of all the partners on the subject of joint venture, strategic alliances, and other forms of collaboration. Some of the implications for strategies in emerging markets are that the spectrum of competitive strategies developed by Hout et al. (1982), Jobber and Ellis-Chadwick (2013), and Ansoff (1975) is...
In this chapter, the authors provide an overview of the results of their research on the subject ... more In this chapter, the authors provide an overview of the results of their research on the subject of strategic alliances until 2001. Specifically, they summarize their findings published in Strategic Alliances in Eastern and Central Europe (2003). The authors conducted 20 case studies of Swedish firms involved in strategic alliances with firms in Eastern and Central Europe. This chapter also presents a brief account of the authors' other research on the same phenomenon which resulted in several conference papers and journal articles. The theoretical framework developed and applied in the 2003 book is also briefly presented in this summary chapter. The method applied in writing the book and the justification for applying this specific method are also discussed. Following this, an updated review of the literature of strategic alliances is conducted to discuss the research work covered and the issues examined after 2003. The overview of the authors' strategic alliances studies a...
Standardization and Adaptation Practices in Internationalization of Firm Operations : A Study of ... more Standardization and Adaptation Practices in Internationalization of Firm Operations : A Study of Italian Firms in Vietnam
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Papers by Desalegn Abraha