Abstract
This paper aims at identifying practices that help managers to cope with two opposing forces related to global alliance management: the desirable gradual development of the alliance – due to time compression diseconomies in trust formation – and the need to accelerate this development in order to react quickly to the challenges of a global market. On the basis of a single case study, we show that several practices can be used to guarantee that acceleration does not put in danger either trust formation or other sources of relational rents. © 2002, MCB UP Limited
Original language | English |
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Pages (from-to) | 745-754 |
Journal | Management Decision |
Volume | 40 |
Issue number | 8 |
DOIs | |
Publication status | Published - 1 Oct 2002 |
Keywords
- Global marketing
- Marketing planning
- Marketing strategy
- Time management
- Trust