Strategic alliance sustainability : partner cohesion and customer goal achievement
George DeFeis
A strategic alliance (SA) is a mutually beneficial long-term formal relationship formed between two or more parties to pursue a set of agreed upon goals to meet a critical business need while remaining independent organizations. It is a synergistic arrangement whereby two or more organizations agree to cooperate in the carrying out of a business activity where each brings different strengths and capabilities to the arrangement. The partner firms capitalize on efficiencies (bettering transaction costs), reduce the need for expertise or resources (reducing dependencies) and gain in the isomorphic way of doing business (mimetic following). A SA can be viewed as the "seller" of its products or services. The customer of a SA can be considered the "purchaser" of the alliance's products or services. It is hypothesized that the seller dyad could deem its activity successful if the relational cohesion between partners in the dyad is strong. It is also hypothesized that the customer of the SA has certain needs to satisfy to deem the goals of the alliance are achieved. Thus, there are two (2) independent variables to consider: 1) cohesion and 2) goal achievement. These independent variables will influence a hypothesized dependent variable, which is called "alliance renewal." The author hypothesizes that alliance renewal is dependent not only on 1) cohesion of the alliance partners, which has been written on before, but also on 2) goal achievement of the customer of the alliance. From this dual-axis, from low to high, dichotomous set-up the results fall into four quadrants of a matrix from the "most-likely sustainable alliance" to the "least-likely sustainable alliance," with the two other quadrants posing trade-offs between the cohesion and goal achievement (Appendix). Future research is discussed.
Year of publication: |
2023
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Authors: | DeFeis, George |
Published in: |
The journal of business and economic studies. - [Erscheinungsort nicht ermittelbar] : Northeast Business & Economic Association, ISSN 1063-343X, ZDB-ID 2070069-6. - Vol. 26.2023, 2, p. 1-33
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Subject: | Alliance cohesion | alliance renewal | customer goal achievement | strategic alliance | sustainability | Strategische Allianz | Strategic alliance | Nachhaltigkeit | Sustainability | Nachhaltige Entwicklung | Sustainable development | EU-Staaten | EU countries | Unternehmenskooperation | Inter-firm cooperation |
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