Understanding alliances: a review of international aspects in strategic marketing

Janell D. Townsend
2003 Marketing Intelligence & Planning  
This paper presents a review of the recent literature related to international strategic business alliances utilizing the conceptual foundations presented by Varadarajan and Cunningham in the 1995 special edition of Marketing Science as a baseline. Employing a parsimonious framework, alliances are defined, motives are identified, structures and governance methods are considered, critical success factors are recognized and outcomes are analyzed. This paper elucidates the relationships between
more » ... major components of the alliance literature, presents a conceptualization of an integrated framework and provides direction for future research.
doi:10.1108/02634500310474966 fatcat:pizwcbiwnndwhjzzuifjqvdbrq