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Alliance governance in marketing channels: substitutes and multidimensional forms

Toon, Mark ORCID:, Morgan, Robert E. ORCID: and Robson, M. 2011. Alliance governance in marketing channels: substitutes and multidimensional forms. Presented at: Marketing Theory Challenges in Emerging Societies : Conference Proceedings, Iaşi, Romania, 21-23 September 2011. Published in: Munteanu, Corneliu ed. Proceedings of 2nd European Marketing Academy (EMAC) Regional Conference, Iasi, Romania, 21-23 September 2011. Iasi: Alexandru Ioan Cuza University of Iasi, pp. 247-253.

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Extant empirical work frequently fails to capture the underlying causes derived from differing governing types and link them to the performance outcomes observed. In response to their call for further research in this area we conduct an empirical study based on the work of Reuer and Arino (2007) examining the function of relational governance in the presence of complex contractual governance. Structural equation modelling is employed to examine 204 architect – building contractor alliances. We find that both formal governance and relational governance are multidimensional constructs and that relational governance acts as a substitute to formal governance under conditions of high contractual complexity. Implications for further research and for practitioners are described.

Item Type: Conference or Workshop Item (Paper)
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > H Social Sciences (General)
Uncontrolled Keywords: Alliance governance; Marketing channels; Relational governance; Contracts; Marketing;
Publisher: Alexandru Ioan Cuza University of Iasi
ISBN: 9789736406812
Last Modified: 05 Nov 2022 15:35

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