IDEAS home Printed from https://ideas.repec.org/a/ids/ijbexc/v4y2011i2p178-190.html
   My bibliography  Save this article

Do technology alliances create more value than marketing alliances?

Author

Listed:
  • Ram Subramanian
  • Vijay Gondhalekar
  • C.R. Narayanaswamy

Abstract

Strategic alliances play a prominent role in firm competitiveness. While the number of strategic alliances formed increases year after year, the research evidence on alliance success is conflicting. This study compares marketing and technology alliances during the technology era, 1996-2003. The sample size for the two groups is 91 and 109, respectively. On the basis of the Fama-French three-factor model, we find that the stock market considers the announcement of marketing and technology alliances to be a zero NPV project (whether alliance partners are considered individually or not). Also, we find that between alliance partners the larger firms exhibit better bargaining in technology alliances than in marketing alliances.

Suggested Citation

  • Ram Subramanian & Vijay Gondhalekar & C.R. Narayanaswamy, 2011. "Do technology alliances create more value than marketing alliances?," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 4(2), pages 178-190.
    • Handle: RePEc:ids:ijbexc:v:4:y:2011:i:2:p:178-190
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=38787
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbexc:v:4:y:2011:i:2:p:178-190. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=291 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.