A Theory and Model of Business Alliance Success

Academic Article


  • Business alliances, an important form of relationship marketing, are becoming ubiquitous. However, many alliances are unsuccessful. The authors provide an integrative model of alliance success based on sub-models that rely on the resource-based, competence-based, relational factors, and competitive advantage views of alliances. The authors then show how a theory of competition, “resource-advantage theory,” grounds the integrative model. © 2002 Taylor & Francis Group, LLC.
  • Authors

    Published In

    Digital Object Identifier (doi)

    Author List

  • Hunt SD; Lambe CJ; Wittmann CM
  • Start Page

  • 17
  • End Page

  • 35
  • Volume

  • 1
  • Issue

  • 1