Voss, Kevin E.; Johnson, Jean L.; Cullen, John B.; … - In: International Marketing Review 23 (2006) 6, pp. 610-635
Purpose – To develop and test a new model of relational exchange in marketing‐oriented non‐equity international strategic alliances. Design/methodology/approach – The model is tested using a sample of 97 matched dyads of US and Japanese firms in the electronics industry. The model was...