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

Hsuen-Ho Hsu ； Jia-Wei Tang

《International Journal of Business and Information》 5卷2期 (2010/12) Pp. 151-172

https://doi.org/10.6702/ijbi.2010.5.2.4

並列摘要

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.

並列關鍵字

marketing strategic alliance ； long-term relationship development for strategic alliance ； fuzzy linguistic preference relations ； retailing

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