Alliance coordination, 56
Alliance learning, 56
Alliance scanning, 55–56
American Airlines, case study, 98–100
Antecedents
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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