A Framework for Understanding New Product Alliance Success

Carlson, Brad D.; Frankwick, Gary L.; Cumiskey, Kevin J.

doi:10.2753/mtp1069-6679190101

Cited by 18 publications

(15 citation statements)

References 86 publications

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“…Most of the existing studies focus on alliances in the manufacturing context (e.g. Im and Workman, 2004;Carlson et al, 2011), while very little research has empirically tested the relationship between alliance orientation and capabilities in the service alliance context (Kandemir et al, 2006). Accordingly, this study contributes to the existing knowledge on alliance orientation and market performance in a services alliance context.…”

Section: Introductionmentioning

confidence: 91%

The mediating role of alliance marketing program creativity on the relationship between alliance orientation and market performance in the services industry

Kang

Hur

Kim

2014

Managing Service Quality

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Purpose – The purpose of this paper is to examine the validity of the already suggested positive relationship between marketing alliance orientation and market performance in a service context, and to investigate the mediating role of alliance marketing program creativity (AMPC) in the relationship in detail. Design/methodology/approach – To empirically test the hypotheses, a mail survey was conducted among firms with experience of service alliances in South Korea. A 725 research sample was selected (128 responded) from a database compiled by the Korea Investors Service-Financial Analysis System which provides comprehensive corporate and financial information on firms listed on the Korea Stock Exchange. partial least squares analysis was performed to test the hypotheses. Findings – Alliance orientation positively associated with market performance (H1), alliance orientation had a significantly positive effect on alliance marketing program meaningfulness and novelty (H2), and in turn, alliance marketing program meaningfulness and novelty had a significantly positive effect on market performance (H3). In terms of the determination of mediation type, full, or partial, the authors confirmed that the relationship between alliance orientation and market performance was fully mediated by AMPC (novelty and meaningfulness), by finding that the significantly reduced direct effect from alliance orientation to market performance in the mediation model. Research limitations/implications – Alliance marketing program meaningfulness and novelty perform the role of full mediators, implying that the meaningfulness, and novelty of AMPC are absolutely indispensable conditions in order for alliance orientation to lead market performance. Moreover, different from the previous studies, the research suggests that alliance marketing program meaningfulness and novelty are equally important antecedents of market performance. Originality/value – The positive relationship between alliance orientation and market performance in the service context was empirically tested, and the full mediating role of AMPC was confirmed. The importance of AMPC in the service context is highlighted.

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Section: Introductionmentioning

confidence: 91%

The mediating role of alliance marketing program creativity on the relationship between alliance orientation and market performance in the services industry

Kang

Hur

Kim

2014

Managing Service Quality

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“…Although definitions vary, conflict resolution behaviors are normally stated as avoiding, accommodating, compromising, solving or collaborating (Mohr and Spekman, 1994;Monczka et al, 1998;Ndubisi, 2007). When buyers and suppliers are cognizant of conflict situations and regularly take actions to avoid it, research demonstrates that both parties actually enjoy greater success (J. C. Anderson and Narus, 1990;Carlson et al, 2011;Mohr and Spekman, 1994;Monczka et al, 1998). A direct positive relationship between conflict resolution and performance outcomes was found in vertical alliance literature by Mohr and Spekman (1994) and in strategic alliance literature by Monczka et al (1998) and because its role in improving collaboration, feedback and power balance can enhance performance in buyer-supplier relationships as well, we propose that:…”

Section: Conflict Resolution and Performance Satisfactionmentioning

confidence: 99%

Performance outcomes of behavioral attributes in buyer-supplier relationships

Graça

Barry

Doney

2015

Journal of Business &Amp; Industrial Marketing

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Purpose – The purpose of this paper is to explain the impact of relationship capital (trust and commitment) and the exchange climate (communication, conflict resolution and cooperation) on performance satisfaction in the context of buyer–supplier relationships. The study also examines the influence of national culture on the proposed relationships. Design/methodology/approach – A conceptual model and accompanying research hypotheses are tested on data from a survey of 169 US and 110 Brazilian buyers. Structural equation modeling (AMOS 18.0) is used to test the hypotheses. Findings – Results suggest that performance satisfaction is highly dependent on the level of relationship capital and climate of information exchange between buyer and supplier. Quality communication and conflict resolution have the greatest impact on performance satisfaction while trust’s influence is both direct and mediated by the exchange climate. Research limitations/implications – The study is limited to a two-country sample in a business-to-business (B2B) context. Also, this study examines only the impact of socio-psychological behaviors on performance outcomes; economic variables are not considered. Practical implications – Results provide insight into what behavioral attributes are most influential in increasing a buyer’s satisfaction with a supplier’s performance in distinct countries. Based on the findings, suppliers can better formulate strategies to enter overseas markets. Originality/value – This study extends the strategic alliance literature on performance-relevant behaviors to the context of buyer–supplier relationships. In addition, the study contributes to the extant literature by including a sample from an emerging market.

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“…Within the buyer-seller relationship literature examining social exchange theory, conflict is linked with other relational factors such as satisfaction (e.g. Anderson and Narus, 1984;Cahill, Goldsby, Knemeyer, and Wallenburg, 2010;Carlson, Frankwick and Cumiskey, 2011).…”

Section: Theoretical Overviewmentioning

confidence: 99%

Building buyer commitment to the salesperson

Rutherford

2012

Journal of Business Research

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A Framework for Understanding New Product Alliance Success

Cited by 18 publications

References 86 publications

The mediating role of alliance marketing program creativity on the relationship between alliance orientation and market performance in the services industry

The mediating role of alliance marketing program creativity on the relationship between alliance orientation and market performance in the services industry

Performance outcomes of behavioral attributes in buyer-supplier relationships

Building buyer commitment to the salesperson

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