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- W2079478522 abstract "ABSTRACT Adopting a perspective of social capital theory, we study the effect of market orientation on the stability of symbiotic alliances in an emerging economy. Focusing on a subset of the alliances, namely symbiotic marketing alliances, the results reveal that firms’ market orientation has a positive effect on social capital, which, in turn, has a positive effect of the stability of the symbiotic marketing alliances. Moreover, social capital also has a positive effect on the sharing of resources among the partners, which should also influence the stability of the alliance. This report concludes with a discussion of the implications for academic researchers and practitioners." @default.
- W2079478522 created "2016-06-24" @default.
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- W2079478522 date "2011-11-01" @default.
- W2079478522 modified "2023-09-27" @default.
- W2079478522 title "Symbiotic Marketing and Trust-Related Issues: Empirical Evidence From an Emerging Economy" @default.
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- W2079478522 doi "https://doi.org/10.1080/08911762.2011.634326" @default.
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