“…The study supports previous allegation made the existence of relationship between green alliances and green marketing quality practices. Firms adopting green alliances shall benefited in many ways: greater access to complementary resources for value creation (King et al, 2003) partners benefits sharing (Lavie, 2009;Destri and Dagnino, 2005), foster innovation by complementary resources (Park et al, 2004) through a value network (Amit and Zott, 2001) increasing benefits through lowering costs (Chwen et al, 2006), risk sharing (Kogut, 1988), allowing specialization advantages (Chen and Paulraj, 2004), learning (Bouncken et al, 2014), and utilizing complementary resources (Park et al, 2004). Green alliances motivate firms to adopt high quality green marketing practices as they face stiff competition from other green companies in the market.…”