Developing relationships in strategic alliances : commitment to quality and cooperative

Research output: Journal PublicationsJournal Article (refereed)peer-review

74 Citations (Scopus)


Organizations are using strategic alliances to develop competitive advantages in quality, innovation, and cost. To capture the potential synergies of these alliances requires that the partners develop long-term relationships. This study develops a model of strategic alliance relationship development based on the theory of cooperative and competitive goal interdependence. Thirty pairs of supplier and customer organizations in Xian, China participated in a survey where the supplier indicated the commitment and goal interdependence and the customer rated the relationship's long-term orientation. Results suggest that the commitment by both supplier and customer organizations to quality develop cooperative interdependence, which leads to effective strategic partnerships.
Original languageEnglish
Pages (from-to)722-731
Number of pages10
JournalIndustrial Marketing Management
Issue number7
Publication statusPublished - 1 Oct 2005

Bibliographical note

Paper presented at the 20th Annual Industrial Marketing and Purchasing Conference (IMP), Sep 02-04, 2004, Copenhagen, Denmark.


  • Strategic alliances; Quality; Goal interdependence; Long-term relationships


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