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The role of fairness and ambiguity in negotiating marketing alliances

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conference contribution
posted on 2017-12-06, 00:00 authored by S Gudergan, T Devinney, S Costi
This paper provides empirical support for the positive effects of distributive, procedural and interactional fairness on the choice to form a marketing alliance. Furthermore, the results provide some support for the negative impact of ambiguity in respect to the partner’s marketing capabilities on the choice to form a marketing alliance.

Funding

Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)

History

Editor

Kennedy J; Di Milia V

Parent Title

Proceedings of the 20th ANZAM Conference [electronic resource] : Management : pragmatism, philosophy, priorities

Start Page

1

End Page

18

Number of Pages

18

Start Date

2006-01-01

ISBN-10

1921047348

Location

Yeppoon, Qld.

Publisher

Australian and New Zealand Academy of Management

Place of Publication

Lindfield, NSW

Peer Reviewed

  • Yes

Open Access

  • No

External Author Affiliations

Australian Graduate School of Management; International conference; School of Marketing;

Era Eligible

  • No

Name of Conference

Australian and New Zealand Academy of Management. International conference

Usage metrics

    CQUniversity

    Categories

    Keywords

    FairnessAmbiguityMarketing AlliancesAlgebra and Number Theory

    Licence

    CQUniversity General 1.0

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