Strategic alliances: a synthesis of conceptual foundations

Article Abstract:

Strategic alliances, a manifestation of interorganizational cooperative strategies, entails the pooling fo specific resources and skills by the cooperating organizations in order to achieve common goals, as well as goals specific to the individual partners. Gaining access to new markets; accelerating the pace of entry into new markets; sharing of research and development, manufacturing, and/or marketing costs; broadening the product line/filling product line gaps; and learning new skills are among the motives underlying the entry of firms into strategic alliances. During the last decade, an increasing number of firms have entered into alliances with other firms within the same industry, as well as within other industries. Some firms have progressed well beyond forming isolated alliances to establishing a web of intra- and interindustry, and intra- and international strategic alliances. Against this backdrop, we provide a synthesis of the conceptual foundations of strategic alliances and explore the role of marketing in strategic alliances. (Reprinted by permission of the publisher.)

Analysis, Marketing, Strategic alliances (Business), Interorganizational relations

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Strategic types, distinctive marketing competencies and organizational performance: a multiple measures-based study

Article Abstract:

A multiple-item scale for operationalizing the strategic typology of R.E. Miles and C.C. Snow (1978) was tested by surveying 150 marketing directors of health maintenance organizations. The organizations were classified as being either defenders, prospectors, analyzers, or reactors. The relationships between the types of organizations, their performance, and their marketing abilities was studied. The results indicated that prospectors had greater marketing abilities, but analyzers, defenders, and reactors performed better than prospectors in terms of profitability. The multiple-item scale appeared to have considerable potential for use in strategic planning.

Research, Strategic planning (Business), Miles, R.E., Snow, C.C.

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