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Strategic Alliances in a Business-to-Business Environment - Abstract


Robert E. Spekman (, University of Virginia


Alliances have long been touted as a partial solution to a number of business challenges within the business to business marketing space. Yet, alliances are fraught with problems and require a significant change in management’s behavior and attitudes. The transition to a collaborative mindset which permits closer ties to a firm’s customers, channel members, and even its competitors is not a trivial change. Within a marketing context, firms rely on alliances to lower the cost of R&D, market entry as well as to gain access to technology, new customers and channels. The goal of this chapter is to develop an appreciation for the complexities associated with alliance formation, management and dissolution. Particular emphasis will be given to alliance governance and the problems faced by partners who attempt to navigate the intricate set of issues that arise among alliance partners. With full recognition that alliances are fragile organizational forms, this chapter will develop a normative framework that should lead to more stable partnerships and more successful alliances.

The Handbook of Business-to-Business Marketing

This chapter is part of the ISBM Handbook of Business-to-Business Marketing, edited by Professors Gary Lilien and Raj Grewal. The Handbook of Business-to-Business Marketing is available from Edward Elgar Publishing and other online book retailers.

As the authors retain the copyright to their chapters, only they have the right to use or distribute their chapter. If you would like a copy of this chapter, please contact the author or authors directly through their emails included above.

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