With the emergence of relationship marketing there has been an increased focus on the use of inter-firm relationships or strategic alliances to deliver a total service package to the consumer. Despite a number of studies, there is still much to be learned about why alliances form and why they take the form they do. Based upon case based methodology this research found that the formation of strategic alliances is due to firms seeking out new market opportunities under conditions of increased uncertainty and competition. We argue that alliances are a means of reducing the uncertainty that surrounds the undertaking of new market opportunities. The role of marketing was also examined and was found to be dependent on the strategy and structure of the alliance.
Get full access to this article
View all access options for this article.
References
1.
AchrolRavi S.Evolution of the Marketing Organization: New Forms for Turbulent EnvironmentsJournal of Marketing55199177–93(October)
2.
ChandlerAlfred D.Strategy and Structure: Chapters in the History of the Industrial Enterprise1962MIT PressMassachusetts
3.
DabholkarPratibha A.JohnstonWesley J.CatheyAmy S.The Dynamics of Long-term Business-to-Business RelationshipsJournal of the Academy of Marketing Science2221994130–145
4.
DabholkarPratibha A.NeeleySabrina M.Managing Interdependency: a Taxonomy for Business-to-Business RelationshipsJournal of Business and Industrial Marketing1361998439–460
5.
D'AveniRichard A.Hypercompetition: Managing the Dynamics of Strategic Maneuvering1994Free PressNew York
6.
DayGeorge S.What is an Advantageous Alliance?Journal of the Academy of Marketing Science2341995297–300
7.
DicksonPeter R.Toward a General Theory of Competitive RationalityJournal of Marketing561199269–84
8.
DuystersGeertDe ManArie P.LarsWildemanA Network Approach to Alliance ManagementEuropean Management Journal1721999182–187
9.
EisenhardtKathleen M.Building Theories from Case Study ResearchAcademy of Management Review1441989532–550
10.
GlaserBarney G.Emerging Vs Forcing: Basics of Grounded Theory Analysis1992Sociology PressMill Valley CA
11.
GlaserBarney G.StraussAnselm L.The Discovery of Grounded Theory: Strategies for Qualitative Research1967Aldine de GruyterNew York
GummessonEvertQualitative Methods in Management Research1991SageNewbury Park CA
14.
HayekFrederich A.Individualism and Economic Order1945University of Chicago PressChicago
15.
HeideJan B.JohnGeorgeAlliances in Industrial Purchasing: The Determinants of Joint Action in Buyer-Supplier RelationshipsJournal of Marketing Research27199024–36(February)
16.
JacobsonRobertThe Austrian School of StrategyAcademy of Management Review1741992782–802
17.
JohanssonJohny K.International Alliances: Why Now?Journal of the Academy of Marketing Science2341995301–304
18.
JohnsonJean L.Strategic Integration in Industrial Distribution Channels: Managing the Interfirm Relationship as a Strategic AssetJournal of the Academy of Marketing Science27119994–19
19.
JohnstonWesley J.LeachMark P.LiuAnnie H.Theory Testing Using Case Studies in Business-to-Business ResearchIndustrial Marketing Management281999201–213
20.
KirznerIsrael M.Entrepreneurial Discovery and the Competitive Market Process: An Austrian ApproachJournal of Economic Literature35199760–85(March)
21.
KozaMitchell P.LewinArie Y.The Co-Evolution of Strategic AlliancesOrganization Science931998255–264
22.
KohliAjay K.JaworskiBernard J.Market Orientation: The Construct, Research Propositions, and Managerial ImplicationsJournal of Marketing54219901–18
23.
LevittTheodoreAfter the Sale is OverHarvard Business Review6119839–10(September-October)
24.
MachovecFrank MPerfect Competition and the Transformation of Economics1995RoutledgeLondon
25.
MadhokAnoopTallmanStephen B.Resources, Transaction and Rents: Managing Value through Interfirm Collaborative RelationshipsOrganization Science931998326–339
26.
MengerCarlInvestigations into the Methods of the Social Sciences1996Libertarian PressGrove City PA
27.
ParkheArvindStrategic Alliance Structuring: A Game Theoretic and Transaction Cost Examination of Interfirm CooperationAcademy of Management Journal361993794–829(August)
28.
ParkheArvind“Messy” Research, Methodological Predispositions, and Theory Development in International Joint VenturesAcademy of Management Review1821993227–268
29.
PattonMichael Q.How to Use Qualitative Methods in Evaluation1987SageNewbury Park
30.
PetersTom J.WatermanRobert H.In Search of Excellence: Lessons from America's Best-Run Companies1982Warner BooksNew York
31.
PorterMichael E.Competitive Strategy: Techniques for Analyzing Industries and Competitors1980The Free PressNew York
32.
SharmaDharma D.A Model for Governance in International Strategic AlliancesJournal of Business and Industrial Marketing1361998511–528
33.
ShenkarOdedJiataoLiKnowledge Search in International Co-operative VenturesOrganization Science1021999134–142
34.
SimoninBernard L.Transfer of Marketing Know-how in International Strategic Alliances: an Empirical Investigation of the Role and Antecedents of Knowledge AmbiguityJournal of International Business Studies3031999463–482
35.
StraussAnselm L.JulietCorbinBasics of Qualitative Research: Grounded Theory Procedures and Techniques1990SageNew Bury Park CA
36.
VaradarajanP. RajanCunninghamMargaret H.Strategic Alliances: A Synthesis of Conceptual FoundationsJournal of the Academy of Marketing Science2341995282–296
37.
VaradarajanP. RajanJayachandranSatishMarketing Strategy: An Assessment of the State of the Field and OutlookJournal of the Academy of Marketing Science2721999120–144
38.
VyasNiren M.ShelburnWilliam L.RogersDennis C.An Analysis of Strategic Alliances: Forms, Functions, and FrameworkJournal of Business and Industrial Marketing103199547–60
39.
YinRobert K.Case Study Research: Design and Methods1994SageThousand Oaks CA
40.
YoungGregSmithKen G.GrimmCurtis M.Austrian and Industrial Organization Perspectives on Firm-level Activity and PerformanceOrganization Science731996243–253
