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Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106)


To Love and Win: Examining the Survivability of Non-Equity Global Alliances

Author(s): Ursula Y. Sullivan, Sunghoon Kim

Citation: Ursula Y. Sullivan, Sunghoon Kim, (2013) "To Love and Win: Examining the Survivability of Non-Equity Global Alliances," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 4, pp. 94 - 103

Article Type: Research paper

Publisher: North American Business Press


The prevailing hypothesis of this work is that the more linked two members of an alliance are, the
stronger the alliance and therefore, the more likely the alliance will remain in place. By applying hazard
modeling to longitudinal data, results suggest an inverted “U” relationship in that a higher level of
“ties” between the partners leads to longer-lived alliances; however, too many ties actually deter the
longevity of the alliance. In addition, the effects of operational efficiencies and culture are tested on
survivability of these cross-border alliances; findings suggest that culture and operations do matter, but
in select ways.