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Article
Global marketing networks and the development of trust: A dynamic capabilities perspective
Journal of marketing channels (2005)
  • Tim Kiessling
  • Michael Harvey
Abstract
The global market has begun to effect organizations in most industries. Organizations are entering strategic alliances and networks of these alliances to reduce risk, exposure, and to compete effectively in a global context. This paper views the importance of the network of alliances from a dynamic capabilities perspective that builds off of the resource-based view of the firm. The paper explores the development of strong form trust to maintain and facilitate the advantages of the network members. The steps in which this form of trust development is outlined, including: appropriate identification of candidates, the funding mechanism, network inclusion, top management team inclusion, as well as, effective communication. © Copyright Taylor & Francis, 2005
Keywords
  • global market,
  • network,
  • alliance
Publication Date
January 1, 2005
Citation Information
Tim Kiessling and Michael Harvey. "Global marketing networks and the development of trust: A dynamic capabilities perspective" Journal of marketing channels Vol. 11 Iss. 4 (2005)
Available at: http://works.bepress.com/tim_kiessling/15/