Record Details

A Model of Marketing Strategic Alliances To Develop Long-Term Relationships for Retailing

International Journal of Business and Information

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Field Value
 
Title A Model of Marketing Strategic Alliances To Develop Long-Term Relationships for Retailing
 
Creator Hsu, Hsuen-Ho
Tang, Jia-Wei
 
Description Because of limited resources and restricted technical capabilities, it is difficult for individual firms to face a dynamic environment and competitors on their own. To gain competitive advantage, therefore, firms must pool marketing resources and develop reliable, long-term relationships with their partners in marketing strategic alliances. Three stages are involved in establishing marketing strategic alliances: partner selection, long-term relationship development, and long-term relationship maintenance. Of the three, the second stage (long-term relationship development) is the most important in determining the success or failure of long-term relationships in such strategic alliances. This study proposes a model of marketing strategic alliances to develop long-term relationships in retailing, based on the theory of power and the knowledge-based view to create a hierarchical framework. The study also uses fuzzy linguistic preference relations to determine the importance weights of influential attributes in hierarchical frameworks, thus identifying the key dimensions and attributes useful in developing long-term relationships between retailing firms and marketing strategic alliance partners.
 
Publisher International Business Academics Consortium
 
Date 2015-11-13
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://ijbi.org/ijbi/article/view/53
 
Source International Journal of Business and Information; Vol 5 No 2 (2010)
2520-0151
1728-8673
 
Language eng
 
Relation https://ijbi.org/ijbi/article/view/53/57
 
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