Alliance Orientation : Conceptualization , Measurement , and Impact on Market Performance

@inproceedings{Kandemir2008AllianceO,
  title={Alliance Orientation : Conceptualization , Measurement , and Impact on Market Performance},
  author={Destan Kandemir and Attila Yaprak and Tamer Cavusgil},
  year={2008}
}
  • Destan Kandemir, Attila Yaprak, Tamer Cavusgil
  • Published 2008
Interfirm collaborations have inspired a rich literature in marketing and strategy during the past two decades. Building on this extant work, the authors developed a new construct, alliance orientation, and explored its influence on firms' alliance network performance and market performance. Tl~e authors drew on data collected from 182 U.S. firms with extensive experience informing, developing, and managing strategic alliances in marketing, new product development, distribution, technology, and… CONTINUE READING
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