The Global Factory 2018
DOI: 10.4337/9781786431332.00013
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The principle of congruity in the analysis of international business cooperation

Abstract: This study investigates an under-researched topic: individual-to-individual or team-to-team interactions during the alliance pre-formation phase. We develop a general theory based on the principle of congruity for understanding the micro-dynamics of the alliance formation process. The attitudes of each party in an alliance towards their prospective partner depend on the level of mismatch between their initial evaluations of the contributions of each partner, and on their wish intensity and speed to reach congr… Show more

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Cited by 4 publications
(9 citation statements)
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“…The principle of congruity, in the context of a message between two parties, predicts an individual's attitude change, taking into consideration the evaluation of both the content and the source of the message. In a two-party collaborative deal-negotiation setting, the attitude of one party regarding the contribution of the 7 Although this principle has been explored in other contexts (Brady and Sniderman, 1985;Fatas-Villafranca et al, 2011;Gross and Wiedmann, 2015;Olshavsky and Miller, 1972;Perkins and Forehand, 2012;Salciuviene et al, 2010;Shapiro, 1969;Styvén et al, 2020;Zhang, 2010), including international business and management studies (Buckley et al, 2015;Vohra and Davies, 2020;Walsh et al, 2014), it has had limited application to international collaboration.…”
Section: The Principle Of (In)congruitymentioning
confidence: 99%
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“…The principle of congruity, in the context of a message between two parties, predicts an individual's attitude change, taking into consideration the evaluation of both the content and the source of the message. In a two-party collaborative deal-negotiation setting, the attitude of one party regarding the contribution of the 7 Although this principle has been explored in other contexts (Brady and Sniderman, 1985;Fatas-Villafranca et al, 2011;Gross and Wiedmann, 2015;Olshavsky and Miller, 1972;Perkins and Forehand, 2012;Salciuviene et al, 2010;Shapiro, 1969;Styvén et al, 2020;Zhang, 2010), including international business and management studies (Buckley et al, 2015;Vohra and Davies, 2020;Walsh et al, 2014), it has had limited application to international collaboration.…”
Section: The Principle Of (In)congruitymentioning
confidence: 99%
“…Mutual forbearance is a pre-cooperation mechanism. Prospective cooperation partners tend to evaluate their own potential contributions to the venture as well as those of their partners differently (Buckley, Cross and De Mattos, 2015;De Mattos and Salciuviene, 2019;Stopford and Wells, 1972).…”
Section: Introductionmentioning
confidence: 99%
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“…Thus, the higher the similarity (or match) between partners' expectations regarding their mutual contributions, the higher is the attractiveness as potential partners apropos alliance-formation. This dyadic view of attractiveness may also be seen as the combination of the perspectives of each partner supported by their individual assessments of the importance of the contributions of their counterpart (De Mattos, Sanderson and Ghauri, 2002, Buckley et al, 2015.…”
Section: Variablesmentioning
confidence: 99%
“…In the context of pre-alliance formation, or for firms attempting to ally, it represents the characteristics of a partner-firm that may be of interest to another partner-firm apropos such prospective alliance. The contributions that each partner may potentially bring to the alliance can be the basis for the evaluation of the likelihood of success of such a venture, depending on their value as perceived by each partner (Buckley, Cross and De Mattos, 2015).…”
Section: Introductionmentioning
confidence: 99%