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Bouncken, Ricarda B. ; Fredrich, Viktor ; Ritala, Paavo ; Kraus, Sascha:
Value-creation-capture-equilibrium in new product development alliances : A matter of coopetition, expert power, and alliance importance.
In: Industrial Marketing Management.
Bd. 90
(2020)
.
- S. 648-662.
ISSN 1873-2062
DOI: https://doi.org/10.1016/j.indmarman.2020.03.019
Abstract
Alliances are often thought to be longer lasting and lead to better results when they are perceived as equal and fair in terms of how efforts and rewards are distributed. This study conceptualizes the value-creation-captureequilibrium (VCCE) as the relative inputs and efforts made by alliance partners to create and capture innovationrelated value. We seek to better understand the determinants of the VCCE in dyadic new product development (NPD) alliances. We focus on three factors from a focal firm's perspective: (1) the coopetition intensity with the alliance partner (i.e. simultaneous competition and collaboration), (2) the expert power of the alliance partner, and (3) the relative importance of the particular NPD alliance. We hypothesize that coopetition intensity stabilizes the VCCE. Furthermore, we assume that the partner's expert power and the focal firm's relative alliance importance negatively moderate the relationship between coopetition intensity and the VCCE. Based on a dataset of N = 471 NPD alliances of high-tech firms, we find partial support for our hypotheses and contribute towards a better understanding of the factors influencing the VCCE in NPD alliances