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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/22948

Title: Value Creation in Alliance Ecosystems: Insights from Marketing
Authors: Leroi-Werelds, Sara
Pop, Oana
Roijakkers, Nadine
Issue Date: 2017
Publisher: Information Age Publishing
Citation: Das, Tushar Kanti (Ed.). Managing Alliance Portfolios and Networks, Information Age Publishing, p. 1-32.
Series/Report: Research in Strategic Alliances
Abstract: As companies mature in their alliance management approaches, collaboration follows suit. From classic strategic alliances to contemporary self-adjusting ecosystems, collaboration today is increasingly characterized by a large number and diversity of partners, long time horizons, joint strategy development based on shared visions, the pursuit of common interests rather than just self-interests, shared leadership and mutual adjustment, and an increasing focus on the (end) customer or a service-dominant logic. This chapter starts by examining this evolution of collaboration from strategic alliances to portfolios to networks and finally to alliance ecosystems. Additionally, this chapter aggregates insights from the research fields of both strategic alliances and marketing to gain a better understanding of the alliance ecosystem and its value for all parties involved (including the end customer as well as society at large). Based on the strategic alliance literature, we provide an overview of the factors determining value creation of ecosystems from a firm-based perspective. Given ecosystems’ increasing focus on end customers, we explore the marketing literature for additional insights on the potential value of alliance ecosystems from the customer’s perspective. The chapter concludes by putting forward five propositions for future research on alliance ecosystems based on our combined insights from strategic alliances and marketing.
URI: http://hdl.handle.net/1942/22948
ISBN: 9781681239057
Category: B3
Type: Book Section
Appears in Collections: Research publications

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