Sharing Out in Alliances: Trust and Ethics

Alliances are relatively new forms of relationships between businesses which allow cooperation in some areas of activity while maintaining competition in others, even in those areas where cooperation is the established procedure. Logically, this demands a mutual trust on the basis of which the cooperation can be established. The nature of this relationship is, furthermore, dynamic inasmuch as it develops over a period of time and generates new conditions which either enhance or destroy trust.This article reviews the general issues of alliances and, in particular, the special relationships between the parties. The discussion of the creation and development of trust in an alliance describes both what technical, psychological, sociological and, particularly, ethical conditions make an alliance possible and the ethical nature of the necessary step which must be taken as trust is transformed from mere possibility into the actual fact of placing trust in a partner.     

The Precursor Role of Cooperation,Coordination, and Relationship Assets in a Relationship Model

ABSTRACT

Purpose: The primary purpose of this study is to test the importance of activity-oriented precursors in a relationship model. This study supports the theoretical view that firms create trust and knowledge through activities and these activities make a commitment decision less risky (Johanson & Vahlne, 2009). The secondary purpose of this study is to collect and examine data from interorganizational relationships in both Sweden and the United States. By including data from two countries, results will be more generalizable. Results can also lead to several managerial implications.

Methodology/approach: This study focuses on a sample of distributors from both the United States and Sweden. One hundred sixty-one usable surveys were returned from the U.S. survey, for a response rate of 27%. One hundred twenty-four usable surveys were returned from the Swedish survey, for a response rate of 21%. The PLS-SEM method was used to examine the model’s constructs.

Findings: Similar to past research results show that trust and commitment have a direct positive influence on satisfaction, and that trust also has a direct positive influence on commitment. However, this study uniquely supports four out of six newly tested hypotheses. Both cooperation and relationship assets have a direct positive influence on commitment. Cooperation has a direct positive influence on trust and commitment. Relationship assets have a direct negative influence on trust but a direct positive influence on commitment. Surprisingly, two hypotheses were not supported: Coordination did not have a significant relationship with either trust or commitment.

Research implications: Managers who want to achieve a satisfactory relationship based on trust and commitment need to prioritize their attention toward cooperation. They should also be aware that participation in joint activities (i.e., coordination and relationship investments) does not guarantee higher levels of trust or commitment in the relationship. It is the quality of the joint activities and the how dependent firms are on each other and not just participation in joint activities that are likely to create higher levels of trust or commitment. The quality of coordination and manageable levels of dependence may counteract the higher costs associated with joint activities compared to the costs associated with cooperation. Managers may be wise to not make major commitments to other firms unless high quality joint activities have created knowledge and trust between firms. Originality/value/contribution: The model adds the joint activity-oriented antecedents associated with collaboration which is essential to a successful relationship. Because of the high failure rate of collaboration may be due to cooperation and coordination failures and because these two constructs are underspecified in interorganizational research, this study is unique in examining activity-oriented antecedents in a trust/commitment model of relationship satisfaction in a cross-cultural context (i.e., with U.S. and Swedish samples).     

Performance impacts of interorganizational cooperation: a transaction cost perspective

This study builds on the transaction cost theory to examine the performance effects of interorganizational cooperation and develops an understanding of how different forms of cooperative relationships affect organizational performance within a major service sector, namely the healthcare industry. The authors study, in particular, two cooperative forms applied to hospitals: hospital-based health networks and health systems. An empirical investigation of 382 hospitals in Taiwan shows that interorganizational cooperation exerts positive effects on hospital performance. In addition, health systems have greater positive effects on hospital efficiency than health networks. Furthermore, this study finds that the positive impact of participation in health systems is especially significant for private hospitals, local community hospitals, and hospitals in highly competitive regions. The findings reveal that performance impacts of interorganizational cooperation are contingent on the cooperative arrangements in the healthcare industry.     

Organizational and Interorganizational Determinants of EDI Diffusion and Organizational Performance: A Causal Model

Electronic data interchange (EDI), a specific form of interorganizational systems, has the potential to significantly influence business operations and the exchange of business documents in a number of industries and to provide substantive tangible and intangible benefits to the participating firms. However, successful implementation and diffusion of these systems innovations requires the cooperation and commitment of all participating member firms. A number of interorganizational as well as internal, organization-specific factors can influence both the extent to which EDI is diffused and used and the level of subsequent benefits that accrue to the firms.

Research from sociopolitical process framework in marketing, organizational theory, innovation theory, use of information technology for competitive advantage, and information systems (IS) implementation was used to identify 3 interorganizational variables (customer support, customer expertise, competitive pressure) and 4 organizational variables (internal support, EDI's benefits potential, EDI compatibility, resource intensity). In this study, we develop a multidimensional measure for EDI diffusion to capture both external integration and internal integration. We then examine the influence of these 7 variables on the extent to which EDI adopter firms pursue diffusion and whether more diffusion leads to superior organizational-level outcomes.

Two senior executives (the chief executive officer and a senior manager responsible for the IS function or EDI) from 83 firms in the motor carrier industry participated in a field survey. The results from a structural equation model (SEM), developed using LISREL, provide quite a strong support for the hypothesized relations. All 4 organizational variables and 2 of the 3 interorganizational variables (customer support and competitive pressure) influence EDI diffusion. The results also indicate that external integration dimension of diffusion enables adopter firms to achieve improved operational and market-oriented performance, whereas internal integration contributes only to operational performance.     

The Structures of Cooperation: Downscaling,Outsourcing and the Networked Alliance

This article explores interfirm cooperation and its relationship with downscaling, cooperative outsourcing, and the network structures of multiple firm alliances. Downscaling is defined and related to cooperative outsourcing, as major influences shaping interfirm relations. The advantages of embedding cooperative outsourcing in strategic alliances are then addressed, with special relevance to small and medium-size firms. Five types of network structures that may develop within alliances are considered, relating their main characteristics and internal division of labor to various aspects of interfirm cooperation, such as embeddedness, disparities, commitment and trust.     

Operationalizing Trust,Reliance, and Dependence in Business Relationships: Responding to the Ongoing Naming and Cross-Level Problems

Purpose: This article is to test the proposition that the 3 conceptually related constructs of trust, reliance, and dependence are distinct from each other and to test the proposition that the quality of business relationships can be measured with a formative index incorporating trust and reliance.

Methodology/Approach: The authors' propositions are tested with a survey sample of 221 firms in the U.K. construction industry. Exploratory and confirmatory factor analyses are used to analyze the survey data.

Findings: The independence of the 3 focal constructs of trust, reliance, and dependence is confirmed. The formative index is found suitable for evaluating the level of relationship quality in which reliance carries more significant weight than trust.

Research Implications: The separation of the overall construct of “trust” into trust at interpersonal level and reliance at interorganizational level, as found in this study, overcomes the problem existing in past studies that researchers rarely specify at which level trust operates. The clear conceptual distinction between reliance and dependence as found in this study implies that although both operate at the organizational level, they do not have overlapping boundaries. The finding that reliance is a more important impact factor than trust in constructing the formative index supports the notions that reliance is a necessary and sufficient condition for developing sustainable business relationships, and trust is an insufficient condition to sustain an ongoing business relationship.

Practical Implications: Reliance sets the keynote of the business relationship. In contrast, trust as the interpersonal variable only acts as the facilitator to create a favorable social environment. Nevertheless, both trust and reliance have a significant and positive weight in the relationship quality index formed. This means that a business relationship with high levels of both trust and reliance is particularly resilient and stable and is the most successful and desirable one which is frequently oriented toward the long run.

Originality/Value/Contribution: The confirmation of the difference between trust and reliance makes an important contribution to the study of trust in business to business marketing by showing that what has traditionally been treated as theoverall construct of trust can and should be regarded as being made up of two separate constructs: interpersonal trust and interorganizational reliance. The difference between reliance and dependence as an additional finding makes another important contribution by providing conceptual clarity of the two constructs and confirming that there is no overlapping boundary between them. The formative index and the relative importance of its components are another important contribution of this study.     

The Role of Trust in Creating Effective Alliances: A Managerial Perspective

The popularity of alliances in business has exploded over the past few years along with an increasing interest in the role of trust in economic transactions. This paper details the nature of alliances and the crucial role played by trust in creating and managing alliances. Evidence of the emergence of trust are further given within the context of alliances established by small and medium-sized Swiss enterprises where both planning and mutual trust constitute essential ingredients.     

Impact of the Internet on interorganizational relationships

The Internet brings enormous advantages to organizations in the forms of standardization, power of networks, and inexpensive operations. Past decade has seen an increase in cooperative relationships among organizations. Despite the acknowledgment of the impact of the Internet on interorganizational relationships (IORs), there is a paucity of empirical research in this area, particularly for service firms, with regard to their entire life cycle. Using a field-based survey, in cooperation with the Gallup Organization, this study empirically examines some of the effects of the Internet on different stages of the life cycle of IORs. Based on the data collected from 206 firms (majority small service firms with less than 500 employees), results of our study show that the Internet has effected every stage of IOR life cycle, has increased the frequency and opportunities to find new partners, has affected the selection criteria that they use finding to select new partners, has improved the quality of relationships with existing partners, and increased the partnership performance. These effects though were not the same for different types of partnerships. The research found that the Internet has had the greatest effect for medium-level integration types of partnerships, which include non-equity strategic alliances and networks.     

Knowledge acquisition from host-country partners: The interplay of trust and legal safeguards

Acquiring local knowledge from host-country key partners is crucial for internationalizing firms, yet it entails severe risks for both partners. Research thus emphasizes the role of interorganizational trust, but is inconclusive about how effective it is in different contexts. We theorize how different trust dimensions interact with host-country legal safeguards. We test our hypotheses with data on 210 cross-border relationships in the renewable-energy industry. Results show that weak legal safeguards render ability-based trust particularly effective for knowledge acquisition, while strong legal safeguards render integrity-based trust effective. Benevolence-based trust, however, may have detrimental effects under conditions of strong legal safeguards.     

横向、纵向溢出与中小企业自主创新——硬能力和软能力的作用

本研究从理论上分析了横向、纵向溢出效应对中小企业自主创新绩效的影响及不同技术能力在二者之间起何作用。利用层级回归分析方法,实证检验了122家高新技术本土企业,发现硬能力对纵向溢出效应与企业自主创新绩效的关系具有正向调节作用,软能力对横向溢出效应、纵向溢出效应与企业自主创新绩效的关系均具有正向调节作用,说明中小企业技术创新在积极构建外部关系平台的同时,区分不同的溢出信息和提升相应的技术能力是非常关键的。     

The role of personal relationships in inter-firm alliances: Benefits, dysfunctions, and some suggestions

Strategic alliances have become an important means for developing and improving a firm's level of competitiveness. Although attractive, alliances are risky and difficult to manage. One crucial mechanism in managing and reducing alliance risk is reliance on personal relationships between managers in partnering firms. Personal ties are beneficial in that they can form the basis for developing trust between partners, and aid joint decision-making and information sharing, thereby reducing some of the risks inherent in alliances. Despite their usefulness, however, personal relationships may have drawbacks. For example, strong interpersonal ties in alliances can sometimes prevent dissolution of faltering arrangements, as feelings may prevent the making of difficult, yet prudent, termination decisions. In order to combat this possibility, firms can reduce the downside of personal relationships by carefully managing the role of performance managers across the life of the relationship.     

Trust as a Mediator of Channel Power

Abstract

Thriving longterm channel relationships require trust. Previous empirical work and metaanalysis have emphasized the central role of trust but its potential as a mediator of power has not been tested empirically. A model is proposed that hypothesizes a central, mediating effect for trust between power constructs (power asymmetry, coercive and noncoercive application of power) and key behavioral and attitudinal relationship outcomes (conflict, cooperation and satisfaction). The model is tested on a large sample (N = 887) in a single channel where there is a variable, but generally asymmetric, power relationship between principal and agent, as exists in many franchise and agency channels. Trust was not affected directly by the level of power asymmetry, but rather the way power was used, either coercively or noncoercively raised or lowered trust. Trust was found to mediate the impact of the way power is used on the agent's perception of cooperation, satisfaction, and conflict, emphasizing the pivotal role of trust in understanding the behavioral aspects of channel behavior.     

Trust types,distrust, and performance outcomes in small business relationships: the pharmacy–drug warehouse case

This study attempts to investigate the linkage among trust types, distrust, and relationship performance outcomes in the context of long-term supply agreement-type alliances between small business dyads. The results suggest a significant positive relationship among goodwill trust and risk-taking tendency, cooperation, satisfaction, and conflict resolution and a negative relationship between goodwill trust and transaction costs. Competence trust is found to have a positive relationship with cooperation, conflict resolution, and satisfaction and a negative relationship with transaction costs. However, no significant relationship is found between competence trust and risk-taking tendency. Distrust, on the other hand, is found to have a negative relationship with cooperation, satisfaction, and conflict resolution and a significant positive relationship with transaction costs with no effect on risk-taking tendency.     

Marketing Cooperation in Automotive Strategic Alliances

ABSTRACT

The increasing numbers of strategic alliances formed in many industries have been noted and discussed since the 1980s. This paper describes and analyzes change and stability in the patterns of cooperation that occurred within the global automotive industry during the period 1991–1995, with a particular focus on marketing and distribution cooperation. The geographical reach of marketing alliances is analyzed. The scope of the cooperation that occurs within inter-company alliances with marketing contents is also discussed, and the effect of participation in marketing alliances on individual actors is addressed. Using structural network methods, two measures of centrality are used and compared in order to determine the most central actors. The consequences of maintaining positions with different degrees of centrality in the alliance networks are discussed. The use of longitudinal data allows for analyses of the dynamic, changing nature of marketing alliances in the broader context of other forms of cooperation.     

Coping With Dependence: A Logistics Strategy Based on Interorganizational Learning for Managing Buyer–Supplier Relations

The rise of outsourcing has heightened interest in the role of logistics managers in coping with dependence in buyer–supplier relations. Buying firm dependence on a supplier potentially reduces supplier performance to expectations because the buying firm cannot leverage power to capture value in the relationship. Drawing from interorganizational learning theory, we advance a logistics strategy that consists of supplier cost analysis and supplier integration as a means to create value and thereby mitigate the negative effects of dependence. By facilitating the acquisition and use of knowledge, supplier cost analysis and supplier integration enable buying firms to identify improvement opportunities while engaging in collaborative supplier relations. Using survey responses from 222 buying firms, we find that while buyer dependence decreases the buyer's perceived supplier performance, supplier integration suppresses these negative effects. Furthermore, we show that supplier cost analysis is a valuable knowledge acquisition tool that logistics managers can use to enable supplier integration as a relational form of governance. As such, we provide new insights into interorganizational learning theory and suggest to logistics managers the important role supplier cost analysis plays in managing buyer–supplier relationships.     

Outcomes of advertiser–agency relationships

The form and the role of cooperation within advertising relationships is the focus of this research. The theory posits that trust, commitment and cooperation are the core of the relationship and that the agency’s performance and the advertiser’s willingness-to-paymore for the agency’s services are the outcomes. Cooperation is defined and tested as a higher-order construct with three facets: shared problem solving, information exchange and flexibility. Competing theories are presented: the shared-influence model and the sole-mediator model. The contrast between the models focuses on whether the influence of trust and commitment is: (1) entirely mediated through cooperation; (2) shared with cooperation; or (3) bypasses cooperation altogether. The results indicate that although cooperation has a strong influence on agency performance, both trust and commitment have direct and indirect (mediated through cooperation) influences on performance. This supports the shared-influence model. The results also indicate that cooperation can successfully be measured as a higher-order construct.     

Green cooperation in last-mile logistics and consumer loyalty: An empirical analysis of a theoretical framework

Based on the contingency, transaction, and trust theories, this paper explored how the green cooperation between supplier and customer in last-mile logistics contributes to consumers’ sustainable consumption behaviors and trust and transaction cost's contingency role. We collected survey data from 453 users of green shopping platforms in South Korea (e.g., Homepick and Smart Locker) and analyzed the data using structural equation modeling. The results suggest that green cooperation with companies positively affects consumers’ sustainable consumption behaviors and trust, and transaction costs negatively moderate such relationships. In addition, customer trust positively affects sustainable consumption behavior and loyalty. We also found that improved sustainable consumption behavior can form loyalty, but transaction cost decreases its positive impact. This paper evaluates the last-mile delivery through green cooperation and enriches the literature on contingency, transaction cost, and trust theories.     

Empirical test of the trust–performance link in an international alliances context

Despite the widespread use of trust as a determinant of successful relationships, limited empirical evidence exists to substantiate a positive relationship between trust and performance. Thus, the purpose of this study is to investigate the antecedents of trust and to examine the trust–performance relationship in international alliances. The conceptual model was tested empirically using primary data collected from 232 international alliances involving Portuguese and international firms. The results reported suggest that when controlling for the experience and size of a firm, trust has a strong and positive effect on performance. Key antecedents identified as significant influencers on trust are shared values, communication and opportunistic behaviour. Additionally, interaction effects are identified, indicating that similarities among partners enhance the positive relationship between trust and performance.     

Study of Commitment Antecedents: The Dynamic Point of View

This study adopted a dynamic perspective in investigating the effects of employees’ perception of equity (PoE) and perception of organizational politics (POP) on their trust in organizations and the subsequent effect of such on their commitment. Data were collected from 216 employees from various industries. The positive effect of PoE and negative effect of POP on employees’ trust were confirmed in this study. It is also found that employees’ trust in organizations has a positive effect on their organizational commitment. This study also confirmed the mediation of employees’ trust on the relationships between POP, PoE, and organizational commitment. Besides, the moderation of employees’ trust on the relationships between POP, PoE, and organizational commitment was not confirmed. Implications and suggestions for future research are discussed.     

Value Creation in Brand Alliances: A Dynamic Conceptualization

The objective of this article is to conceptualize the value creation process in brand alliances using a dynamic approach, based upon the literature on strategic alliances and inter organizational relationships, to explain the importance of organizational components in brand alliances. The research question is to identify the key components which allow the creation and sustaining of value: context, actors, objectives, behaviors, resources, and governance mechanisms, internal and external conditions affecting the value creation process. Then the framework is applied in case studies of brand alliances in the food market. We show that the impact of these components depends on the nature of the organizations involved, on market conditions and on the manner resources and governance mechanisms are combined together.