The impact of strategic orientation on the selection of alliance modes

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Science Research Management ›› 2011, Vol. 32 ›› Issue (1) : 52-59.

Wang Longwei, Li Yuan, Xie En

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Abstract

Abstract: The change of competitive environment made alliance become an important approach to acquire competitive advantages for firms; however, the high failure rates make it difficult for firms to leverage alliance advantage. Based on strategic orientation and alliance theory, the impact of entrepreneurial and market orientation on the selection of alliance modes is analyzed. Through empirical research based on data collected from 607 Chinese firms, it is found that entrepreneurial orientation is positively related with the technological alliance; market orientation is positively related with the marketing alliance, and there is a reverse U-shaped relationship between market orientation and technological alliance.