The influence of complementarity, compatibility, and relationship capital on alliance performance

    Journal of The Academy of Marketing Science, Volume 29, Issue 4, 2001, Pages 358-373.

    Cited by: 732|Bibtex|Views0|Links
    Keywords:
    operator normrelationship management

    Abstract:

    Value creation through alliances requires the simultaneous pursuit of partners with similar characteristics on certain dimensions and different characteristics on other dimensions. Partnering firms need to have different resource and capability profiles yet share similarities in their social institutions. In this article, the authors em...More

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