Strategic Alliances in Crm: When and With Whom to Ally? the Effects of Crm Alliances on Consumer and Financial Markets

Chien-Wei (Wilson) Lin, Hartwick College, USA
Qi Wang, SUNY Binghamton, USA
Three studies investigate the impact of two types of strategic alliances in CRM: within- and cross-industry CRM alliances. Findings discover differential impacts of two types of CRM alliances on consumer and financial markets, and reveal the conditions under which within-industry alliances are more effective than cross-industry alliances and vice versa.
[ to cite ]:
Chien-Wei (Wilson) Lin and Qi Wang (2014) ,"Strategic Alliances in Crm: When and With Whom to Ally? the Effects of Crm Alliances on Consumer and Financial Markets", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 796-796.