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Journal of International Business Studies

, Volume 27, Issue 5, pp 1005–1032 | Cite as

Trust and Performance in Cross-Border Marketing Partnerships: A Behavioral Approach

  • Preet S. Aulakh
  • Masaaki Kotabe
  • Arvind Sahay
Article

Abstract

Existing research on international partnerships focuses primarily on the ex ante structuring of interorganizational relationships. This study departs from this research by taking a behavioral approach to understand the ex post maintenance of cross-border marketing partnerships. A conceptual model is developed by identifying the antecedents of trust and performance in such partnerships. The model is empirically tested on a sample of U.S. firms having distributor and licensing relationships with firms from Asia, Europe, and Central/South America. Findings support the importance of bilateral relational norms and informal monitoring mechanism in building interorganizational trust and improving market performance of international partnerships.

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Copyright information

© Academy of International Business 2003

Authors and Affiliations

  • Preet S. Aulakh
    • 1
  • Masaaki Kotabe
    • 2
  • Arvind Sahay
    • 3
  1. 1.Michigan State University
  2. 2.The University of Texas at Austin
  3. 3.London Business School

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