Effectiveness of horizontal strategic alliances in technologically uncertain environments: Are trust and commitment enough?

Article Abstract:

The alliance relationship and effectiveness issues are investigated in the context of horizontal strategic alliances (HSAs) to address the gap of the coordination problems and risks inherent associated in alliances that affects high levels of commitment or performance. The important relationships among trust, commitment, termination penalties, technological uncertainty and alliance effectiveness are highlighted.

Analysis, Strategic alliances (Business), Horizontal integration, Business-to-business exchange, Business to business exchanges

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Innovation, marketing strategy, environment, and performance

Article Abstract:

Different businesses focus on different dimensions of innovativeness and this is associated with differences in their marketing strategy and performance. The different dimensions of innovativeness include output, input and timing. Determining the suitable performance criterion is essential to the success of a business. Managers should consider the benefits as well as the costs of pioneering.

Management, Technological innovations, Organizational change

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