Abstract
We propose a conceptual framework that uses the market model to evaluate the performance of strategic alliances. Even though application of the framework is limited to venture partners whose stocks are publicly traded. its use offers several insights and advantages. The framework also offers the opportunity to analyze the impact of strategic alliances on the degree of riskiness of the venture partners.
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Koku, P.S. (2015). The Performance of Strategic Alliances Revisited: A Conceptual Framework Using the Market Model. In: Ford, J., Honeycutt, Jr., E. (eds) Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13084-2_48
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DOI: https://doi.org/10.1007/978-3-319-13084-2_48
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