Purpose – The purpose of this study is to develop and test a theoretical model of international strategic alliance (ISA) relationship development underpinned by the foreign investment decision process. Design/methodology/approach – The conceptual model demonstrates an ISA investment decision...

There is concern that academic research in marketing does not sufficiently support firms confronting today's hostile business conditions. This paper offers a perspective on enhancing the relevance and rigour of research in marketing. It takes the view that rigorous research conducted on issues...