The downside of prominence in a network of marketing alliances

Jameson K.M. Watts, Kenneth W Koput

Research output: Contribution to journalArticle

Abstract

The authors investigate how a firm's position in a network of marketing alliances affects performance for firms experiencing different levels of uncertainty. A more prominent position—having many, well-connected marketing alliances—is typically theorized to improve the performance of a firm. However, we find that a prominent network position can instead hurt performance when uncertainty is high. Practically, these results can help both researchers and practitioners identify when the risks of marketing alliances outweigh the rewards. Theoretically, they provide a plausible explanation for past research that failed to detect a positive relationship between marketing alliances and firm performance.

Original languageEnglish (US)
Pages (from-to)196-205
Number of pages10
JournalJournal of Business Research
Volume104
DOIs
StatePublished - Nov 1 2019

Fingerprint

Marketing
Alliances
Uncertainty
Alliance performance
Firm performance
Reward

Keywords

  • Centrality
  • Marketing alliances
  • Networks
  • Uncertainty

ASJC Scopus subject areas

  • Marketing

Cite this

The downside of prominence in a network of marketing alliances. / Watts, Jameson K.M.; Koput, Kenneth W.

In: Journal of Business Research, Vol. 104, 01.11.2019, p. 196-205.

Research output: Contribution to journalArticle

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