Better together? How evolution of co-branding alliance affects performance

Abstract

This study underscores the need to examine alliances via time series. Research that attempts to generalise from data collected at a single point in time is unlikely to be able to capture the dynamics associated with the development of a joint venture and offers limited opportunity to make inferences about the causal order of relationships. The model based on longitudinal data reveals that the stage of an alliance influences the level of vertical control and ambiguity and the effect of control on role ambiguity.

Better together? How evolution of co-branding alliance affects performance