A Theory and Model of Business Alliance Success

A Theory and Model of Business Alliance Success

Business alliances, an important form of relationship marketing, are becoming ubiquitous. However, many alliances are unsuccessful. The authors provide an integrative model of alliance success based on sub-models that rely on the resource-based, competence-based, relational factors, and competitive...

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Veröffentlicht in:Journal of relationship marketing (Binghamton, N.Y.) N.Y.), 2002-01, Vol.1 (1), p.17-35
Hauptverfasser: Hunt, Shelby D., Lambe, C. Jay, Wittmann, C. Michael
Format: Artikel
Sprache:eng
Schlagworte:
Alliances
business alliances
competence-based theory
Competitive advantage
Integrated approach
Relationship marketing
resource-advantage theory
resource-based view
Studies
Theory
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Beschreibung
Zusammenfassung:Business alliances, an important form of relationship marketing, are becoming ubiquitous. However, many alliances are unsuccessful. The authors provide an integrative model of alliance success based on sub-models that rely on the resource-based, competence-based, relational factors, and competitive advantage views of alliances. The authors then show how a theory of competition, "resource-advantage theory," grounds the integrative model.
ISSN:1533-2667
1533-2675
DOI:10.1300/J366v01n01_03