Attainment of Market Knowledge through Alliances: Potential Pitfalls of Collaboration
نویسنده
چکیده
The past decade has seen increased scholarly interest in alliances. Authors have devoted attention to the factors underlying alliance formation and the attainment of alliance goals. Concurrently, scholars in the marketing strategy literature examined marketing’s contributions to firm strategy. The following paper explores the intersection between these two bodies of work: the attainment of market knowledge through alliances. Topics include the motivations underlying the desire for market knowledge, the difficulty in transferring market knowledge across organizations, and the presence of opportunism within alliances. Also included are a series of propositions and an agenda for future research.
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