Co-marketing alliances between firms afford fresh opportunity for strategic advantage. Data from 98 alliances show that gains in effectiveness can be obtained by reducing power and managerial imbalances. Careful project selection and better matching of potential partners also help to enhance alliance effectiveness.
Get full access to this article
View all access options for this article.
References
1.
AchrolRavi S., ScheerLisa K., and SternLouis W. (1990), “Designing Successful Transorganizational Marketing Alliances,” Report No. 90–118 (September). Cambridge, MA: Marketing Science Institute.
2.
AdlerLee (1966), “Symbiotic Marketing,”Harvard Business Review, 44 (November-December), 59–71.
3.
AldrichHoward (1979), Organizations and Environments.Englewood Cliffs, NJ: Prentice-Hall, Inc.
4.
American Electronics Association Directory (1988). Palo Alto, CA: American Electronics Association.
5.
AndersonErin (1984), “The Salesperson as Outside Agent or Employee: A Transaction Cost Analysis,” Report No. 84–107. Cambridge, MA: Marketing Science Institute.
6.
AndersonErin (1988), “Transaction Costs as Determinants of Opportunism in Integrated and Independent Sales Forces,”Journal of Economic Behavior and Organization, 9 (April), 247–64.
7.
AndersonErin, and CoughlanAnne T. (1987), “International Market Entry and Expansion via Independent or Integrated Channels of Distribution,”Journal of Marketing, 51 (January), 71–82.
8.
AndersonErin, and WeitzBarton (1992), “The Use of Pledges to Build and Sustain Commitment in Distribution Channels,”Journal of Marketing Research, 29 (February), 18–34.
9.
AndersonJames C., and NarusJames A. (1990), “A Model of Distributor Firm and Manufacturer Firm Working Partnerships,”Journal of Marketing, 54 (January), 42–58.
10.
AssaelHenry (1968), “The Political Role of Trade Associations in Distributive Conflict Resolution,”Journal of Marketing, 32 (April), 21–8.
11.
BagozziRichard P., and FornellClaes (1982), “Theoretical Concepts, Measurements and Meaning,” in A Second Generation of Multivariate Statistics, Vol. 2, FornellClaes, ed. New York: Praeger Publishers, 24–38.
12.
BensonJ. Kenneth (1975), “The Interorganizational Network as a Political Economy,”Administrative Science Quarterly, 20 (June), 229–49.
13.
BertrandKate (1992), “MacIBM, Will Marketing Bonds Grow as New Product Marriage Matures?”Business Marketing (March), 32–5.
14.
BrandtRichard (1989), “Microsoft Is Like an Elephant Rolling Around, Squashing Ants,”Business Week (October 30), 148–52.
15.
BucklinLouis, and SenguptaSanjit (1992), “Balancing Co-Marketing Alliances for Effectiveness,” Report No. 92–120 (August). Cambridge, MA: Marketing Science Institute.
16.
ChurchillGilbert A.Jr. (1979), “A Paradigm for Developing Better Measures of Marketing Constructs,”Journal of Marketing Research, 16 (February), 64–73.
17.
ChurchillGilbert A.Jr., and Paul PeterJ. (1984), “Research Design Effects on the Reliability of Rating Scales: A Meta-Analysis,”Journal of Marketing Research, 21 (November), 360–75.
18.
ClarkDon (1989), “Apple To Sell Its Entire Adobe Stake,”San Francisco Chronicle (July 7).
19.
CookKaren S. (1977), “Exchange and Power in Networks of Interorganizational Relationships,”Sociological Quarterly, 18 (Winter), 62–82.
20.
DozYves L. (1988), “Technology Partnerships Between Larger and Smaller Firms: Some Critical Issues,”International Studies of Management and Organization, 17 (4), 31–57.
21.
DwyerF. Robert, SchurrPaul H., and OhSejo (1987), “Developing Buyer-Seller Relationships,”Journal of Marketing, 51 (April), 11–27.
22.
EmersonRichard M. (1962), “Power-Dependence Relations,”American Sociological Review, 27 (February), 31–41.
23.
EtgarMichael (1976), “Channel Domination and Countervailing Power in Distributive Channels,”Journal of Marketing Research, 13 (August), 254–62.
24.
FrazierGary L. (1983), “Interorganizational Exchange Behavior in Marketing Channels: A Broadened Perspective,”Journal of Marketing, 47 (Fall), 68–78.
25.
FrazierGary L., SpekmanRobert E., and O'NeilCharles (1988), “Just-In-Time Exchange Relationships in Industrial Markets,”Journal of Marketing, 52 (October), 52–67.
26.
FurgerRoberta (1991), “Capitalizing on the Power of the Pen,”PC World, 9 (May), 62–6.
27.
GaskiJohn F. (1984), “The Theory of Power and Conflict in Channels of Distribution,”Journal of Marketing, 48 (Summer), 9–29.
28.
HeideJan B., and JohnGeorge (1988), “The Role of Dependence Balancing in Safeguarding Transaction-Specific Assets in Conventional Channels,”Journal of Marketing, 52 (January), 20–35.
29.
HeideJan B., and JohnGeorge (1990), “Alliances in Industrial Purchasing: The Determinants of Joint Action in Buyer-Supplier Relationships,”Journal of Marketing Research, 27 (February), 24–36.
30.
HeideJan B., and JohnGeorge (1992), “Do Norms Matter in Marketing Relationships?”Journal of Marketing, 56 (April), 32–44.
31.
JacksonBarbara B. (1985), Winning and Keeping Industrial Customers: The Dynamics of Customer Relationships.Lexington, MA: Lexington Books.
32.
JohnstonRussell, and LawrencePaul R. (1988), “Beyond Vertical Integration—The Rise of the Value-Adding Partnership,”Harvard Business Review, 66 (July-August), 94–101.
33.
JoskowPaul L. (1987), “Contract Duration and Relationship-Specific Investments: Empirical Evidence From Coal Mines,”American Economic Review, 77 (1), 168–85.
34.
LevinthalDaniel A., and FichmanMark (1988), “Dynamics of Interorganizational Attachments: Auditor-Client Relationships,”Administrative Science Quarterly, 33 (September), 345–69.
35.
MacneilIan R. (1980), The New Social Contract: An Inquiry Into Modern Contractual Relations.New Haven, CT: Yale University Press.
36.
MallenBruce (1963), “A Theory of Retailer-Supplier Conflict, Control, and Cooperation,”Journal of Retailing, 39 (Summer), 24–32, 51.
37.
MullerWillard F. (1970), A Primer on Monopoly and Competition.New York: Random House, Inc.
38.
NunnallyJum C. (1978), Psychometric Theory, 2nd ed. New York: McGraw-Hill Book Company.
39.
OuchiWilliam G. (1980), “Markets, Bureaucracies, and Clans,”Administrative Science Quarterly, 25 (March), 129–41.
40.
PC Week (May 27, 1987), “IBM Enlisting Outside Vendors To Broaden Corporate Offerings,”1.
41.
PfefferJeffrey, and SalancikGerald (1978), The External Control of Organizations: A Resource Dependence Perspective.New York: Harper & Row Publishers, Inc.
42.
PindyckRobert S., and RubinfeldDaniel L. (1981), Econometric Models and Economic Forecasts, 2nd ed. New York: McGraw-Hill Book Company.
43.
RuekertRobert W., and WalkerOrville C.Jr. (1987), “Marketing's Interaction With Other Functional Units: A Conceptual Framework and Empirical Evidence,”Journal of Marketing, 51 (January), 1–19.
44.
SchermerhornJohn R.Jr. (1975), “Determinants of Interorganizational Cooperation,”Academy of Management Journal, 18 (December), 846–56.
45.
SeidlerJohn (1974), “On Using Informants: A Technique for Collecting Quantitative Data and Controlling Measurement Data in Organization Analysis,”American Sociological Review, 39 (December), 816–31.
46.
SelzMichael (1991), “Small Companies Thrive by Taking Over Some Specialized Tasks for Big Concerns,”Wall Street Journal (November 9), B1.
47.
SpekmanRobert E., and SawhneyKirti (1990), “Toward a Conceptual Understanding of the Antecedents of Strategic Alliances,” Report No. 90–114 (August). Cambridge, MA: Marketing Science Institute.
48.
SternLouis W., and El-AnsaryAdel I. (1988), Marketing Channels, 3rd ed. Englewood Cliffs, NJ: Prentice-Hall, Inc.
49.
StinchcombeA. (1985), “Contracts as Hierarchical Documents,” in Organization Theory and Management, StinchcombeA., and HeimerC., eds. Oslo: Norwegian University Press, 121–71.
50.
Van De VenAndrew H. (1976), “On the Nature, Formation, and Maintenance of Relations Among Organizations,”Academy of Management Review, 1 (October), 24–36.
51.
Van De VenAndrew H., and FerryDiane L. (1980), Measuring and Assessing Organizations.New York: John Wiley & Sons, Inc.
52.
VardarajanP. Rajan, and RajaratnamDaniel (1986), “Symbiotic Marketing Revisited,”Journal of Marketing, 50 (January), 7–17.
53.
WilliamsonOliver E. (1975), Markets and Hierarchies.New York: The Free Press.
54.
WilliamsonOliver E. (1981), “The Economics of Organizations: The Transactions Cost Approach,”American Journal of Sociology, 87 (3), 548–77.
55.
WilliamsonOliver E. (1985), “Assessing Contract,”Journal of Law, Economics, and Organization, 1 (1), 177–208.
56.
ZacharyG. Pascal, and HooperLawrence (1991), “IBM and Apple Open New Front in PC Wars With Strategic Alliance,”Wall Street Journal (July 5).
