How Alliance Partners Learn: The Role of Collaborative Experience and Market Orientation

Ratten, Vanessa & Ratten, Hamish (2004) How Alliance Partners Learn: The Role of Collaborative Experience and Market Orientation. In ANZIBA Conference: dynamism and challenges in Internationalisation, 5-6 November, Canberra.


Alliances are becoming more important in international business. The literature on learning and alliances has increased as the alliance literature has shifted to focusing on the role that learning plays in fostering alliance relationships. Congruent to this increase in the alliance learning literature has been the increase in the marketing literature on market orientation. However, limited research has been conducted on how collaborative experience influences a firm’s market orientation; and the role that learning plays in facilitating this relationship. The aim of this paper is to examine the linkages between collaborative experience (in terms of the frequency, intensity, longevity and type of collaboration) and market orientation (in terms of information acquisition, information dissemination and behaviour responsiveness). The paper posits that the relationship is continual and can be analysed conceptually through feedback loops. Key directions for future research stemming from the conceptual framework are also examined.

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ID Code: 1174
Item Type: Conference Paper
Refereed: Yes
Keywords: alliances, collaborative experience, market orientation
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > International Business (150308)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2004 (please consult author)
Deposited On: 29 Apr 2005 00:00
Last Modified: 05 Jan 2011 13:24

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