“…During the past two decades, the international business sphere has witnessed dramatically increasing growth in cross-border collaborations in the forms of strategic alliances, joint ventures, and merger and acquisitions (Ahammad et al, 2012;Ahammad, Tarba, Liu, Glaister and Cooper, 2016;Basuil and Datta, 2015;Chiao et al, 2010;Czinkota et al, 2009;Di Guardo et al, 2016;Dutta et al, 2016;Gaffney et al, 2016;Rao-Nicholson et al, 2016;Sinkovics et al, 2015;Whitelock, 2002;Zheng et al, 2016). Marketing practices and performance in this context have received growing recognition as a key measure of overall effectiveness of the collaboration Burgel and Murray, 2000;Dan and Zondag, 2016;Eng and Ozdemir, 2014;Huang and Brass, 2016;Sinkovics et al, 2015;Vrontis et al, 2009).…”