Xue, Rui; Qian, Gongming; Qian, Zhengming; Li, Lee - In: Journal of Business & Industrial Marketing 34 (2019) 7, pp. 1619-1638
Purpose: Much of the extant evidence in the marketing literature posits that firms use strategic alliances to share resources, costs and risks as paths to performance improvements. Drawing from the organizational ecology theory, this study aims to propose a different rationale, namely, that...