Symbiotic Marketing and Trust-Related Issues: Empirical Evidence From an Emerging Economy

Jun Huang, Ji LI, Pengcheng Zhang*, Zhenyao Cai, Xinran Wang

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)


Adopting a perspective of social capital theory, we study the effect of market orientation on the stability of symbiotic alliances in an emerging economy. Focusing on a subset of the alliances, namely symbiotic marketing alliances, the results reveal that firms' market orientation has a positive effect on social capital, which, in turn, has a positive effect of the stability of the symbiotic marketing alliances. Moreover, social capital also has a positive effect on the sharing of resources among the partners, which should also influence the stability of the alliance. This report concludes with a discussion of the implications for academic researchers and practitioners.

Original languageEnglish
Pages (from-to)417-432
Number of pages16
JournalJournal of Global Marketing
Issue number5
Publication statusPublished - Nov 2011

Scopus Subject Areas

  • Business and International Management
  • Marketing

User-Defined Keywords

  • Marker orientation
  • social capital
  • strategic alliance
  • symbiotic partners


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