Developing relationships in strategic alliances : commitment to quality and cooperative
Industrial Marketing Management
Strategic alliances; Quality; Goal interdependence; Long-term relationships
Organizations are using strategic alliances to develop competitive advantages in quality, innovation, and cost. To capture the potential synergies of these alliances requires that the partners develop long-term relationships. This study develops a model of strategic alliance relationship development based on the theory of cooperative and competitive goal interdependence. Thirty pairs of supplier and customer organizations in Xian, China participated in a survey where the supplier indicated the commitment and goal interdependence and the customer rated the relationship's long-term orientation. Results suggest that the commitment by both supplier and customer organizations to quality develop cooperative interdependence, which leads to effective strategic partnerships.
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Wong, A., Tjosvold, D., & Zhang, P. (2005). Developing relationships in strategic alliances: Commitment to quality and cooperative. Industrial Marketing Management, 34(7), 722-731. doi: 10.1016/j.indmarman.2004.12.007