A Theory and Model of Business Alliance Success

Shelby D. Hunt, C. Jay Lambe, C. Michael Wittmann

Research output: Contribution to journalArticle

63 Scopus citations

Abstract

Business alliances, an important form of relationship marketing, are becoming ubiquitous. However, many alliances are unsuccessful. The authors provide an integrative model of alliance success based on sub-models that rely on the resource-based, competence-based, relational factors, and competitive advantage views of alliances. The authors then show how a theory of competition, “resource-advantage theory,” grounds the integrative model.

Original languageEnglish
Pages (from-to)17-35
Number of pages19
JournalJournal of Relationship Marketing
Volume1
Issue number1
DOIs
StatePublished - Jan 1 2002

Keywords

  • Business alliances
  • Competence-based theory
  • Competitive advantage
  • Relationship marketing
  • Resource-advantage theory
  • Resource-based view

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