An empirical investigation of relational conflicts in co-marketing alliances

  • Yi H
  • Lee J
  • Dubinsky A
  • 23

    Readers

    Mendeley users who have this article in their library.
  • 9

    Citations

    Citations of this article.

Abstract

Purpose: The focus of the present research is to ascertain reasons for potential conflict between co-marketing alliance partners and means of managing the relationship more effectively. Specifically, the investigation seeks to identify antecedents of conflict in co-marketing alliances from a strategic perspective. Methodology/Approach: To test the study hypotheses, the authors surveyed 178 executives in the credit card industry in South Korea. The Korean market was used because of the extreme popularity of credit card usage in that country. Findings: The empirical findings provide some support for the idea that strategic management of conflict should be of importance to co-marketing alliance partners. Originality/Value/Contribution: As industries experience declines in profitability, co-marketing alliances have become a popular means for firms in efforts to increase sales and profitability in maturing industries. Because these alliances are interdependent and the goals or interests of both partners can differ, conflict is likely to be experienced between the alliance members. Notwithstanding this likelihood, there are still very few studies that provide comprehensive examination regarding which cognitive factors are associated with conflict in co-marketing alliances. This investigation adds to that growing body of knowledge.

Author-supplied keywords

  • Co-marketing alliance conflict
  • Composite incompatibility
  • Social exchange theory
  • South Korea credit card industry
  • Transaction cost analysis

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document

Authors

  • Ho Taek Yi

  • Joseph Lee

  • Alan J. Dubinsky

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free