Trust and Performance in Cross-Border Marketing Partnerships: A Behavioral Approach
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.© 1996 JIBS. Journal of International Business Studies (1996) 27, 1005–1032
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Volume (Year): 27 (1996)
Issue (Month): 5 (December)
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