Bai, Xuan; Sheng, Shibin; Li, Julie Juan - In: European Journal of Marketing 55 (2021) 7, pp. 1873-1900
Purpose: This paper aims to examine alliance governance at different hierarchical levels. Design/methodology/approach: The data is collected from both top-level and operating-level managers in 286 strategic alliances in China (a total of 572 managers). Hierarchical moderated regression models...