Symbiotic Marketing and Trust-Related Issues: Empirical Evidence From an Emerging Economy |
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| Authors: | Jun Huang Ji Li Pengcheng Zhang Zhenyao Cai Xinran Wang |
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| Institution: | 1. College of Economics and Management , Southwest University , Chongqing, China;2. Department of Management , Hong Kong Baptist University , Kowloon Tong, Kowloon, Hong Kong;3. School of Management , Huazhong University of Science and Technology , Wuhan, Hubei, China |
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| Abstract: | ABSTRACT 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. |
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| Keywords: | Marker orientation symbiotic partners social capital strategic alliance |
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