The Influence of Alliance Market Orientation on Marketing Alliance Performance

Alliance among enterprises has been widely emerging and developing rapidly but with high failure rate. Many researches focus on the relationship of market orientation and organization performance, but are still weak in the relationship of alliance market orientation and alliance performance. In this study, we test the relationship of alliance market orientation and alliance performance for marketing alliance. Alliance market orientation in this study is consisted of three dimensions: customer orientation, competitor orientation and intra-organizational coordination. Based on data of 81 valid samples of marketing alliance in China, the result of empirical study found that competitor orientation and intra-organizational coordination have significant effects on alliance performance, but the relationship of customer orientation and alliance performance is not significant. We discuss the results and give some managerial advices.