earticle

영어

The objective of this study is to propose a contingency model which examines the moderating role of national culture in explaining how marketing alliance orientation influences marketing alliance sustain capability, which leads to marketing alliance performance. In order to test the hypothesized relationships in the contingency model of national culture, we collected 284 data from South Korea and Japan. Based on structural equation modeling approach, we found that (1) marketing alliance orientation that reflects as intangible corporate asset has a positive impact on marketing alliance sustain capability, and that (2) marketing alliance sustain capability has a positive impact on marketing alliance performance, and that (3) national culture reflected by uncertainty avoidance and individualism has a proposed moderating role in some cases. Thus, this study confirmed the importance of the role of national culture on the marketing alliance sustain capability-marketing alliance performance. The managerial and theoretical implications will be discussed.