글로벌 전략적 제휴의 파트너 특성과 관계증진 노력이 성과에 미치는 영향

The literature on global strategic alliances(GSAs) remains shrouded in vague pronouncements and conventional wisdom, such as ‘complementary differences are essential to high performance’, or ‘similarity breeds success’. When does similarity promote more favorable alliance performance, and conversely, when does diversity promote more favorable performance? Is there any way that frictional effects of diversity could be mitigated? Despite the critical importance of partner characteristics, partner capabilities, and alliance performance, no study has systematically and comprehensively considered similarity and diversity and their roles in shaping alliance performance.In this study, I used two new variables, competing similarity and cooperating similarity, in developing a comprehensive model that forces a simultaneous treatment of partner characteristics and partner capabilities in GSAs. Another new variable, ‘relational efforts’, was also included as a moderating variable. An empirical test of this model on a sample of 90 GSAs generally supported my hypotheses, suggesting that competing similarity has a negative effect and cooperating similarity has a positive effect on alliance performance. Findings also show that deliberate ‘relational efforts’ mitigate the frictional effects of differences in the dimension of cooperating similarity.