IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v4y2020i8p273-284.html
   My bibliography  Save this article

Moderating Effect of Firm Size on the Relationship between Joint Marketing Alliances and Firm Performance of Retail Firms in Nairobi County, Kenya

Author

Listed:
  • Rosemary Muvinya Muange

    (Department of Quantitative Skills and Development Studies, School of Human Resource Development, University of Eldoret, Kenya)

  • Ng’etich Willy Kiptoo

    (Department of Quantitative Skills and Development Studies, School of Human Resource Development, University of Eldoret, Kenya)

Abstract

The study investigates the Moderating effects of firm size on the relationship between joint marketing alliances and the firm performance of retail firms in Nairobi County. The aim of the study was to evaluate the direct influence of joint marketing alliances on firm performance and the moderating effects of firm size on the relationship between joint marketing alliance and firm performance Resource Dependency Theory was used to guide the study. The study adopted explanatory research design. The target population of the study consisted of 490 top management officials working in the 47 retail firms in Nairobi County, Kenya. The study used stratified and simple random sampling technique to select a sample of 216 respondents. Data is quantitative and was collected using a questionnaire. The study used both descriptive and inferential statistics so multiple regression was used as it is the most applicable in this study. Correlation analysis was used to determine the strength of linear relationship between the variables being analyzed in the research. Study findings indicated that joint marketing alliance, has significant effect on firm performance. Based on the findings creating a joint marketing enhances firm performance. In addition, findings indicated under high firm size increase on firm performance. Furthermore, the study found out that firm size has a moderating effect on the relationship between joint marketing alliance and firm performance. The study recommends that firms need to share research and development resources with its strategic partners, shares manufacturing cost to develop marketable products. Firms have to engage in joint marketing alliances with firms that have well-established customer relationships so as increase their market and thereby enhance performance. Finally, It is necessary for firms to engage in joint marketing alliances with others and joint promotion services and product with other firms in order to enhance firm performance.

Suggested Citation

  • Rosemary Muvinya Muange & Ng’etich Willy Kiptoo, 2020. "Moderating Effect of Firm Size on the Relationship between Joint Marketing Alliances and Firm Performance of Retail Firms in Nairobi County, Kenya," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 4(8), pages 273-284, August.
    • Handle: RePEc:bcp:journl:v:4:y:2020:i:8:p:273-284
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-4-issue-8/273-284.pdf
    Download Restriction: no
    File URL: https://www.rsisinternational.org/virtual-library/papers/moderating-effect-of-firm-size-on-the-relationship-between-joint-marketing-alliances-and-firm-performance-of-retail-firms-in-nairobi-county-kenya/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. John Hagedoorn & Geert Duysters, 2002. "External Sources of Innovative Capabilities: The Preferences for Strategic Alliances or Mergers and Acquisitions," Journal of Management Studies, Wiley Blackwell, vol. 39(2), pages 167-188, March.
    2. Perry, Monica L. & Sengupta, Sanjit & Krapfel, Robert, 2004. "Effectiveness of horizontal strategic alliances in technologically uncertain environments: are trust and commitment enough?," Journal of Business Research, Elsevier, vol. 57(9), pages 951-956, September.
    3. Ozcan Isik & Umit Firat Tasgin, 2017. "Profitability and Its Determinants in Turkish Manufacturing Industry: Evidence from a Dynamic Panel Model," International Journal of Economics and Finance, Canadian Center of Science and Education, vol. 9(8), pages 66-75, August.
    4. Parker J. Woodroof & George D. Deitz & Katharine M. Howie & Robert D. Evans, 2019. "The effect of cause-related marketing on firm value: a look at Fortune’s most admired all-stars," Journal of the Academy of Marketing Science, Springer, vol. 47(5), pages 899-918, September.
    5. Luís M B Cabral & José Mata, 2003. "On the Evolution of the Firm Size Distribution: Facts and Theory," American Economic Review, American Economic Association, vol. 93(4), pages 1075-1090, September.
    6. Kwok, Francis & Sharma, Piyush & Gaur, Sanjaya Singh & Ueno, Akiko, 2019. "Interactive effects of information exchange, relationship capital and environmental uncertainty on international joint venture (IJV) performance: An emerging markets perspective," International Business Review, Elsevier, vol. 28(5), pages 1-1.
    7. Kartik Kalaignanam & Venkatesh Shankar & Rajan Varadarajan, 2007. "Asymmetric New Product Development Alliances: Win-Win or Win-Lose Partnerships?," Management Science, INFORMS, vol. 53(3), pages 357-374, March.
    8. Watts, Jameson K.M. & Koput, Kenneth W., 2019. "The downside of prominence in a network of marketing alliances," Journal of Business Research, Elsevier, vol. 104(C), pages 196-205.
    9. Alina Sorescu & Nooshin L. Warren & Larisa Ertekin, 2017. "Event study methodology in the marketing literature: an overview," Journal of the Academy of Marketing Science, Springer, vol. 45(2), pages 186-207, March.
    10. Cacciolatti, Luca & Rosli, Ainurul & Ruiz-Alba, José L. & Chang, Jane, 2020. "Strategic alliances and firm performance in startups with a social mission," Journal of Business Research, Elsevier, vol. 106(C), pages 106-117.
    11. Bharat N. Anand & Tarun Khanna, 2000. "Do firms learn to create value? The case of alliances," Strategic Management Journal, Wiley Blackwell, vol. 21(3), pages 295-315, March.
    12. Hamzeh M. Alhawamdeh & Mohammad A.K. Alsmairat, 2019. "Strategic Decision Making and Organization Performance: A Literature Review," International Review of Management and Marketing, Econjournals, vol. 9(4), pages 95-99.
    13. Diby François Kassi & Dilesha Nawadali Rathnayake & Pierre Axel Louembe & Ning Ding, 2019. "Market Risk and Financial Performance of Non-Financial Companies Listed on the Moroccan Stock Exchange," Risks, MDPI, vol. 7(1), pages 1-29, February.
    14. Emmanuel, Zachariah & Anga, Rosemary A. & Isa, Charity G., 2019. "The Determinants of Micro, Small and Medium Enterprises’ (MSMEs) Performance in Nigeria: Evidence from Business Enterprise Survey," MPRA Paper 98874, University Library of Munich, Germany.
    15. Bala Ramasamy & Darry Ong & Matthew C. H. Yeung, 2005. "Firm Size, Ownership and Performance in the Malaysian Palm Oil Industry," Asian Academy of Management Journal of Accounting and Finance (AAMJAF), Penerbit Universiti Sains Malaysia, vol. 1(1), pages 81-104.
    16. Ali, Murad & Seny Kan, Konan Anderson & Sarstedt, Marko, 2016. "Direct and configurational paths of absorptive capacity and organizational innovation to successful organizational performance," Journal of Business Research, Elsevier, vol. 69(11), pages 5317-5323.
    17. Voulgaris, Fotini & Lemonakis, Christos, 2014. "Competitiveness and profitability: The case of chemicals, pharmaceuticals and plastics," The Journal of Economic Asymmetries, Elsevier, vol. 11(C), pages 46-57.
    18. Pierpaolo Pattitoni & Barbara Petracci & Massimo Spisni, 2014. "Determinants of profitability in the EU-15 area," Applied Financial Economics, Taylor & Francis Journals, vol. 24(11), pages 763-775, June.
    19. Anjala Kalsie & Shikha Mittal Shrivastav, 2016. "Analysis of Board Size and Firm Performance: Evidence from NSE Companies Using Panel Data Approach," Indian Journal of Corporate Governance, , vol. 9(2), pages 148-172, December.
    20. Liu, Yu & Wei, Zuobao & Xie, Feixue, 2014. "Do women directors improve firm performance in China?," Journal of Corporate Finance, Elsevier, vol. 28(C), pages 169-184.
    21. Jeffrey H. Dyer & Wujin Chu, 2003. "The Role of Trustworthiness in Reducing Transaction Costs and Improving Performance: Empirical Evidence from the United States, Japan, and Korea," Organization Science, INFORMS, vol. 14(1), pages 57-68, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Irène Kilubi & Hans-Dietrich Haasis, 2016. "26 Years of Strategic Technology Partnering: Investigating Trends, Patterns and Future Prospects in Research Through Frequency Analysis," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 13(02), pages 1-44, April.
    2. Li, Dan, 2013. "Multilateral R&D alliances by new ventures," Journal of Business Venturing, Elsevier, vol. 28(2), pages 241-260.
    3. Stienstra, Miranda, 2020. "The determinants and performance implications of alliance partner acquisition," Other publications TiSEM 7fdee0c2-d4d2-4f5b-95e3-2, Tilburg University, School of Economics and Management.
    4. Dahlgrün, Philipp W. & Bausch, Andreas, 2019. "How Opportunistic Culture Affects Financial Performance in Outsourcing Relationships: A Meta-Analysis," Journal of International Management, Elsevier, vol. 25(1), pages 81-100.
    5. Matthew Murphy & Daniel Arenas & Joan Batista, 2015. "Value Creation in Cross-Sector Collaborations: The Roles of Experience and Alignment," Journal of Business Ethics, Springer, vol. 130(1), pages 145-162, August.
    6. Marleen Hermans & Néomie Raassens & Kathleen Cleeren, 2024. "What is the impact of a conflict delisting on firm value? An investigation of the role of conflict and firm characteristics," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 240-259, January.
    7. Martinez-Noya, Andrea & Narula, Rajneesh, 2018. "What more can we learn from R&D alliances? : A review and research agenda," MERIT Working Papers 2018-022, United Nations University - Maastricht Economic and Social Research Institute on Innovation and Technology (MERIT).
    8. Francis Bidault & Thomas Hildebrand, 2012. "The distribution of partnerships benefits: Evidence from co-authorships in economics journals," ESMT Research Working Papers ESMT-12-08, ESMT European School of Management and Technology.
    9. Amir Emami & Dianne H. B. Welsh & Ali Davari & Arash Rezazadeh, 2022. "Examining the relationship between strategic alliances and the performance of small entrepreneurial firms in telecommunications," International Entrepreneurship and Management Journal, Springer, vol. 18(2), pages 637-662, June.
    10. Oliver Schilke & Karen S. Cook, 2015. "Sources of alliance partner trustworthiness: Integrating calculative and relational perspectives," Strategic Management Journal, Wiley Blackwell, vol. 36(2), pages 276-297, February.
    11. Diestre, Luis, 2018. "Safety crises and R&D outsourcing alliances: Which governance mode minimizes negative spillovers?," Research Policy, Elsevier, vol. 47(10), pages 1904-1917.
    12. Golonka, Monika, 2015. "Proactive cooperation with strangers: Enhancing complexity of the ICT firms' alliance portfolio and their innovativeness," European Management Journal, Elsevier, vol. 33(3), pages 168-178.
    13. Oh, Yoojin & Yoo, Nina, 2022. "Effective cooperation modes based on cultural and market similarities in interfirm relationships," Journal of International Management, Elsevier, vol. 28(1).
    14. Luigi Orsi & Andrea Ganzaroli & Ivan De Noni & Federica Marelli, 2016. "Evaluating post-acquisition technological performance by measuring absorption-related invention," International Journal of Entrepreneurship and Innovation Management, Inderscience Enterprises Ltd, vol. 20(1/2), pages 117-146.
    15. Chengguang Li & Jeffrey J. Reuer, 2022. "The impact of corruption on market reactions to international strategic alliances," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 53(1), pages 187-202, February.
    16. Lien Lamey & Els Breugelmans & Maya Vuegen & Anne ter Braak, 2021. "Retail service innovations and their impact on retailer shareholder value: evidence from an event study," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 811-833, July.
    17. Gunno Park & Jina Kang, 2014. "Effect of Alliance Experience on New Alliance Formations and Internal R&D Capabilities," TEMEP Discussion Papers 2014119, Seoul National University; Technology Management, Economics, and Policy Program (TEMEP), revised Sep 2014.
    18. Wang, Qingtao & Bai, Xuan & Li, Julie Juan, 2023. "Achieving value co-creation through cooperation in international joint ventures: A two-level perspective," International Business Review, Elsevier, vol. 32(1).
    19. Gillis, William E. & Combs, James G. & Yin, Xiaoli, 2020. "Franchise management capabilities and franchisor performance under alternative franchise ownership strategies," Journal of Business Venturing, Elsevier, vol. 35(1).
    20. Wang, Chao-Hung, 2014. "How relational capital mediates the effect of corporate reputation on competitive advantage: Evidence from Taiwan high-tech industry," Technological Forecasting and Social Change, Elsevier, vol. 82(C), pages 167-176.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:4:y:2020:i:8:p:273-284. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://www.rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.