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Mechanisms for Effective Alliance Management: Insights from a Federated Cooperative Marketing System

F. Nicoleta Uzea1
Estimated H-index: 1
,
Murray Fulton20
Estimated H-index: 20
(U of S: University of Saskatchewan)
Sources
Abstract
Despite their continuing popularity and value-creation potential, strategic alliances fail as often as they succeed. Alliance failure is often attributed to opportunistic behavior by one or more of the partners. This paper draws upon empirical evidence from a successful alliance – a federated cooperative marketing system – to shed light on some of the economic and behavioral strategies and mechanisms that alliances can use to promote effective cooperation among alliance partners. The paper also shows how the alliance management body can generate the resources needed to develop and implement such mechanisms, and make alliance partners buy into these mechanisms.
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#2Konstantinos Giannakas (NU: University of Nebraska–Lincoln)H-Index: 17
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#1T. K. Das (CUNY: City University of New York)H-Index: 34
#2Noushi Rahman (Pace University)H-Index: 11
Purpose We present a comprehensive framework of the key determinants of partner opportunism in strategic alliances.
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#1Marina Toledo de Arruda Lourenção (USP: University of São Paulo)H-Index: 2
#2Janaina de Moura Engracia Giraldi (USP: University of São Paulo)H-Index: 7
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#1Murray Fulton (Johnson-Shoyama Graduate School of Public Policy)H-Index: 20
#2Konstantinos Giannakas (NU: University of Nebraska–Lincoln)H-Index: 17
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