Learning in alliances: the role of promoting innovation and building relationships
by Anne H. Koch
International Journal of Technology Marketing (IJTMKT), Vol. 7, No. 4, 2012

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.

Online publication date: Fri, 29-Aug-2014

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