A Theory and Model of Business Alliance Success

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

doi:10.1300/J366v01n01_03

A Theory and Model of Business Alliance Success

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

Business Administration

Research output: Contribution to journal › Article › peer-review

76 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 language	English
Pages (from-to)	17-35
Number of pages	19
Journal	Journal of Relationship Marketing
Volume	1
Issue number	1
DOIs	https://doi.org/10.1300/J366v01n01_03
State	Published - Jan 1 2002

Keywords

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

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10.1300/J366v01n01_03

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A Theory and Model of Business Alliance Success

Abstract

Keywords

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