TY - JOUR
T1 - Symbiotic Marketing and Trust-Related Issues
T2 - Empirical Evidence From an Emerging Economy
AU - Huang, Jun
AU - Li, Ji
AU - Zhang, Pengcheng
AU - Cai, Zhenyao
AU - Wang, Xinran
N1 - Copyright:
Copyright 2012 Elsevier B.V., All rights reserved.
PY - 2011/11
Y1 - 2011/11
N2 - 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.
AB - 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.
KW - Marker orientation
KW - social capital
KW - strategic alliance
KW - symbiotic partners
UR - http://www.scopus.com/inward/record.url?scp=84863359175&partnerID=8YFLogxK
U2 - 10.1080/08911762.2011.634326
DO - 10.1080/08911762.2011.634326
M3 - Journal article
AN - SCOPUS:84863359175
SN - 0891-1762
VL - 24
SP - 417
EP - 432
JO - Journal of Global Marketing
JF - Journal of Global Marketing
IS - 5
ER -