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Coulmas-Law (p.42-46)

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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

To Love and Win: Examining the Survivability of Non-Equity Global Alliances

Author(s): Ursula Y. Sullivan, Sunghoon Kim

Citation: Ursula Y. Sullivan, Sunghoon Kim, (2013) "To Love and Win: Examining the Survivability of Non-Equity Global Alliances," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 4, pp. 94 - 103

Article Type: Research paper

Publisher: North American Business Press

Abstract:

The prevailing hypothesis of this work is that the more linked two members of an alliance are, the

stronger the alliance and therefore, the more likely the alliance will remain in place. By applying hazard

modeling to longitudinal data, results suggest an inverted “U” relationship in that a higher level of

“ties” between the partners leads to longer-lived alliances; however, too many ties actually deter the

longevity of the alliance. In addition, the effects of operational efficiencies and culture are tested on

survivability of these cross-border alliances; findings suggest that culture and operations do matter, but

in select ways.