A Theory and Model of Business Alliance Success

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

Research output: Contribution to journalArticlepeer-review

76 Scopus citations


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
Issue number1
StatePublished - Jan 1 2002


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


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