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This article argues that the success of international strategic alliances requires attention not only to the hard side of alliance management (e.g., financial issues and other operational issues) but, also, to the soft side. The soft side refers to the development and management of relationship...
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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...
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