A Theory and Model of Business Alliance Success
نویسندگان
چکیده
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. [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-342-9678. E-mail address: Website: E 2002 by The Haworth Press, Inc. All rights reserved.]
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