Abstract
Although a relatively large number of studies attempt to explore the relationship between culture distance and alliance performance (e.g. Glaister and Buckley 1999; Pothukuchi et al. 2002; Saxton 1997), the question of how the cultural diversity of a focal firm’s alliance partners influences this firm’s sales performance remains unexplored. This is the central question of this paper. Thus, what sets this study apart from previous research is that it does not focus on the influence of cultural distance between partners on alliance performance, but focuses on the impact of the cultural diversity of a firm’s alliance portfolio on firm performance. In other words, this research takes a portfolio perspective. This perspective becomes more important as firms increasingly add cross-cultural partners to their alliance portfolios.
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© 2015 Academy of Marketing Science
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Li, N. (2015). Making more Foreign or Domestic Friends: The Sales Impact of a Firm’s Alliance Portfolio Cultural Diversity and Country Experience. In: Robinson, Jr., L. (eds) Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10963-3_85
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DOI: https://doi.org/10.1007/978-3-319-10963-3_85
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