Marketing Alliances, Firm Networks, and Firm Value Creation
Marketing Alliances, Firm Networks, and Firm Value Creation
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DOI：
10.1509/jmkg.73.5.52
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发表时间：
2009-09
影响因子：
12.9
通讯作者：
V. Swaminathan;C. Moorman
中科院分区：
文献类型：
--
作者：
V. Swaminathan;C. Moorman
先前的研究发现，营销联盟的宣布往往不会对高科技背景下的公司价值创造产生任何影响。本文重新审视这个问题，并研究企业联盟网络的特征是否会影响宣布新的营销联盟所创造的企业价值。作者研究了网络中心性、网络密度、网络效率、网络声誉和营销联盟能力是否影响企业价值创造。他们通过对软件行业营销联盟的 230 个公告进行事件研究来研究这个问题。结果表明，一般来说，营销联盟公告在公告期事件窗口为公司创造价值（即异常股票回报）。此外，网络效率和网络密度在适中时具有最强的积极影响；网络声誉和网络中心性没有影响。这些结果表明，关系网络特征的作用比基于规模/地位的好处更重要。最后，营销联盟能力反映了企业管理先前营销联盟网络的能力，对价值创造具有积极影响。
Prior research has found that the announcement of marketing alliances tends to produce no effect on firm value creation in a high-tech context. This article reexamines this issue and investigates whether the characteristics of a firm's network of alliances affect the firm value created from the announcement of a new marketing alliance. The authors investigate whether network centrality, network density, network efficiency, network reputation, and marketing alliance capability influence firm value creation. They examine this question using an event study of 230 announcements for marketing alliances in the software industry. The results indicate that, in general, marketing alliance announcements create value (i.e., abnormal stock returns) for the firm in the announcement period event window. Furthermore, network efficiency and network density have the strongest positive impact when they are moderate; network reputation and network centrality have no effect. These results point to the greater role of relational network characteristics than size-/status-based benefits. Finally, marketing alliance capability, which reflects a firm's ability to manage a network of previous marketing alliances, has a positive impact on value creation.