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Trust and Performance in Cross-Border Marketing Partnerships: A Behavioral Approach

Author

Listed:
  • Preet S Aulakh

    (Michigan State University)

  • Masaaki Kotabe

    (The University of Texas at Austin)

  • Arvind Sahay

    (London Business School)

Abstract

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

Suggested Citation

  • Preet S Aulakh & Masaaki Kotabe & Arvind Sahay, 1996. "Trust and Performance in Cross-Border Marketing Partnerships: A Behavioral Approach," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 27(5), pages 1005-1032, December.
  • Handle: RePEc:pal:jintbs:v:27:y:1996:i:5:p:1005-1032
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