Title: Learning in alliances: the role of promoting innovation and building relationships

Authors: Anne H. Koch

Addresses: College of Business, Department of Management, San Francisco State University, 1600 Holloway Avenue, San Francisco, CA 94132, USA

Abstract: The paper analyses the role and importance of learning and relationship building in alliances. Based on the champions approach and the promoter model, this paper extends the existing theory analysing learning and different skills for relationship building in alliance evolution. The primary goal of this paper is to explore the distinct sets of learning requirements that emerge as the alliance develops. The central issue involves how a relationship promoter can promote and facilitate the learning adaptations occurring throughout the evolutionary process in order to achieve higher sales, innovation development, and/or market access as alliance outcome. Managerial and theoretical implications are discussed, and further research opportunities highlighted.

Keywords: learning; strategic alliances; innovation; promoters; building relationships; relational capital; knowledge.

DOI: 10.1504/IJTMKT.2012.049585

International Journal of Technology Marketing, 2012 Vol.7 No.4, pp.392 - 407

Received: 21 Jan 2012
Accepted: 20 May 2012

Published online: 29 Aug 2014 *

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