Alliance coordination, 56

Alliance learning, 56

Alliance scanning, 55–56

American Airlines, case study, 98–100


behavioral, 34

channel relationships. See Channel relationships

structural, 34–35

Apple and Clearwell, strategic partnership, 61–62

Authoritative control mechanism, 35

Behavioral antecedents, 34

Behavioral outcomes, B2C markets, 68

Behavior loyalty, 103

Business-to-business (B2B) relationship marketing

alliance partnership capabilities, 55–56

authoritative control mechanism, 35

business-to-consumer vs., 65–67

calculative commitment, 44–45

capability, 37–39

cause-related marketing, 51–53

conflict management, 39–41

contractual control mechanism, 35

cooperation and collaboration, 27

cross-sector alliances, 57–58

dependence, ...

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