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dc.contributor.authorFang, Ericen_US
dc.contributor.authorLee, Jongkuken_US
dc.contributor.authorPalmatier, Robert W.en_US
dc.contributor.authorGuo, Zhaoyangen_US
dc.date.accessioned2017-05-29T12:34:47Z
dc.date.available2017-05-29T12:34:47Z
dc.date.issued2016en_US
dc.identifier.issn1547-7193en_US
dc.identifier.doi10.1509/jmr.13.0318en_US
dc.identifier.urihttp://hdl.handle.net/10072/337605
dc.description.abstractA plural alliance structure involving multiple downstream partners has become increasingly popular, yet investigations of marketing alliances continue to address mainly dyadic structures. The authors present learning and dependence balancing as key mechanisms to understand the relative performance differences between plural and dyadic structures, as well as the determinants of effective collaboration in a plural structure. Two complementary studies test the performance of plural and dyadic structures in a wide range of high-tech industries. The analysis of both plural and dyadic structure alliances in an event study shows that plural structures outperform dyadic structures for the upstream firm when marketing alliances extend to product-related tasks, the upstream firm has more alliance experience, or the industry is growing fast; however, dyadic structures perform better when the upstream market is more competitive. A second study, focusing only on plural structure alliances, shows that horizontal relationship factors (i.e., market overlap and prior relationship between downstream partners) interact with the upstream firm’s greater alliance experience and reputation to lead to better returns for the upstream firm.en_US
dc.description.peerreviewedYesen_US
dc.languageEnglishen_US
dc.publisherAmerican Marketing Associationen_US
dc.relation.ispartofpagefrom628en_US
dc.relation.ispartofpageto645en_US
dc.relation.ispartofissue4en_US
dc.relation.ispartofjournalJournal of Marketing Researchen_US
dc.relation.ispartofvolume53en_US
dc.subject.fieldofresearchMarketing not elsewhere classifieden_US
dc.subject.fieldofresearchcode150599en_US
dc.titleUnderstanding the Effects of Plural Marketing Structures on Alliance Performanceen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
dc.description.versionPublisheden_US
gro.rights.copyright© 2016 American Marketing Association. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.en_US
gro.hasfulltextFull Text
gro.griffith.authorPalmatier, Robert W.


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