Musarra, G orcid.org/0000-0002-7963-5919, Tejedor Bowen, K orcid.org/0000-0002-4967-4482, Robson, MJ et al. (1 more author) (2021) Partner-based opportunism, interface structure, and performance efficiency in upstream and downstream alliance activities contexts. Industrial Marketing Management, 93. pp. 76-89. ISSN 0019-8501
Abstract
Few alliance studies have theorized that opportunisms effect on performance efficiency is contingent on other factors. Our study posits that alliance partner size and no end-point serve as interface structure mechanisms that condition the efficiency outcomes of partner-based opportunism in alliances. We argue that the direct effect of partner-based opportunism, and the moderation effects of alliance partner size and no end-point, differ according to the alliance activities context (i.e., upstream vs. downstream). Our hypotheses were tested using a survey of 361 alliances. We observe that partner-based opportunism is indeed associated with performance inefficiencies. Further, while alliance partner size has a nonsignificant moderating effect, no end-point has a positive moderating effect, on the relationship between partner-based opportunism and efficiency; that is, the negative link becomes less negative for no end-point alliances. We find that the negative performance relevance of partner-based opportunism remains significant among upstream alliances, but drops to nonsignificance for downstream ones. We show that alliance partner size has a negative moderating effect on the link partner-based opportunism to performance efficiency among downstream, but not upstream, alliances. Lastly, we find that the positive moderating effect of no end-point is significant among upstream, but not downstream, alliances. Our results generate important implications for managers' efforts to design and govern alliances.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2021 Elsevier Inc. All rights reserved.. This is an author produced version of an article published in Industrial Marketing Management. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Partner opportunism; Performance efficiency; Upstream and downstream value activities; Partner size; No and fixed end-point alliances; Alliance interface structure |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Arts, Humanities and Cultures (Leeds) > School of Design (Leeds) The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 17 Mar 2021 15:53 |
Last Modified: | 19 Jan 2023 01:13 |
Status: | Published |
Publisher: | Elsevier |
Identification Number: | 10.1016/j.indmarman.2021.01.003 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:172226 |