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EXECUTIVE SUMMARY The purpose of this paper is to provide a broad overview of the extent and nature of alliances It seeks to answer some basic questions about alliances in the Business to Business marketing arena Are alliances as extensive as the discussions and anecdotal evidence suggests How have their numbers and character changed over time Who are the participants Are the most common alliances between Marketing companies How are they structured and how much money is involved Is licensing the main game or are there other aspects of structuring alliances that are important This research sought to understand the strategic alliances made by the firms for improving their commerce initiatives Our goals were to understand why firms form strategic alliances for their commercial efforts and what influences their choice on the type of alliances they make Two theoretical perspectives namely resource-based view of firm and contingency theories were used to explain firm decisions on strategic alliances and their choice of alliance modes There are several important implications of our research for research and practice It has been observed that the bargaining power of a firm in an economic exchange is determined by the assets it owns in the relationshipThe firms ought to be willing to make a considerable investment in the shared assets if they expect high returns to flow from the cooperative relationship In this paper we have provided a framework that allows us to begin to understand the plethora of strategic alliances that exist in the business to business marketing world and to explore when different types of asset ownership and contractual arrangements would be optimal This paper also stress the importance of spillovers ex post contracting problems and relationships We show how and why these factors are important Our simple model allows us to characterize and contrast a variety of governance structures including coopetition acquisitions mutual divestitures strategic divestitures license contracts royalty agreements and also joint ventures Overall the
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