Manager's intentions toward entering into strategic marketing alliances: an empirical investigation Academic Article uri icon


  • The precursors, processes, and outcomes associated with strategic alliances are shaped in important ways by the background of the decision-makers involved in alliance formation. Building on the theory of planned behavior and employing a multi-industry sample, the research reported investigates the relationship between a manager's attitudes, subjective norms and perceived behavioral control and intention to enter into strategic alliances, and the moderating effect of the manager's prior strategic alliance experience. The hypotheses are tested in the context of strategic marketing alliances. We discuss managerial isomorphism as a competing explanation for the study findings. 2012 Taylor & Francis.

published proceedings


author list (cited authors)

  • Cavazos, C., & Varadarajan, R.

citation count

  • 4

complete list of authors

  • Cavazos, Carmina||Varadarajan, Rajan

publication date

  • December 2012