Many companies face the challenge of competing on the global stage, and alliances have been touted as one approach to gain competitive advantage. Over the last 20 years, the number of alliances has grown almost exponentially, but the rate of failure still holds at about 60 percent. A...

After a strong start in the 1970s and 1980s, the field of organizational buying behavior (OBB) has been in the doldrums. The early conceptualizations by Wind, Webster, Sheth and other scholars provided a strong foundation for what we now call B2B (business-to-business) marketing. However,...