TY - JOUR
T1 - Trust and performance in cross-border marketing partnerships
T2 - A behavioral approach
AU - Aulakh, Preet S.
AU - Kotabe, Masaaki
AU - Sahay, Arvind
PY - 1996/12
Y1 - 1996/12
N2 - Existing research on international partnerships focuses primarily on the ex ante structuring of interorganizational relationships. This study departs from this research by taking a behavioral approach to understand the ex post maintenance of cross-border marketing partnerships. A conceptual model is developed by identifying the antecedents of trust and performance in such partnerships. The model is empirically tested on a sample of U.S. firms having distributor and licensing relationships with firms from Asia, Europe, and Central/South America. Findings support the importance of bilateral relational norms and informal monitoring mechanism in building interorganizational trust and improving market performance of international partnerships.
AB - Existing research on international partnerships focuses primarily on the ex ante structuring of interorganizational relationships. This study departs from this research by taking a behavioral approach to understand the ex post maintenance of cross-border marketing partnerships. A conceptual model is developed by identifying the antecedents of trust and performance in such partnerships. The model is empirically tested on a sample of U.S. firms having distributor and licensing relationships with firms from Asia, Europe, and Central/South America. Findings support the importance of bilateral relational norms and informal monitoring mechanism in building interorganizational trust and improving market performance of international partnerships.
UR - http://www.scopus.com/inward/record.url?scp=0030366865&partnerID=8YFLogxK
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U2 - 10.1057/palgrave.jibs.8490161
DO - 10.1057/palgrave.jibs.8490161
M3 - Article
AN - SCOPUS:0030366865
SN - 0047-2506
VL - 27
SP - 1005
EP - 1032
JO - Journal of International Business Studies
JF - Journal of International Business Studies
IS - 5
ER -