MKTG 556 | Session 6 |Cross-border marketing ecosystem orchestration: A conceptualization of its determinants and boundary conditions - 2022

Kelly Hewett, G. Tomas M. Hult, Murali K. Mantrala, Nandini Nim, Kiran Pedada

Introduction:

The article presents the concept of Marketing Ecosystem Orchestration (MEO) as a new strategic approach for international companies to create and capture value across borders. The authors contend that traditional internationalization theories—such as internalization, eclectic (OLI), and the Uppsala model—are inadequate in the age of digital disruption and interconnected markets. MEO focuses on orchestrating interdependent yet autonomous actors, resources, and institutions within a marketing ecosystem. The abstract underscores the development of a conceptual framework based on three sub-ecosystems: supply chains and fulfillment, marketing communications, and transactions and payments.