@article{218541c85f084ef9acac5faebe1fe85f,
title = "The downside of prominence in a network of marketing alliances",
abstract = "The authors investigate how a firm's position in a network of marketing alliances affects performance for firms experiencing different levels of uncertainty. A more prominent position—having many, well-connected marketing alliances—is typically theorized to improve the performance of a firm. However, we find that a prominent network position can instead hurt performance when uncertainty is high. Practically, these results can help both researchers and practitioners identify when the risks of marketing alliances outweigh the rewards. Theoretically, they provide a plausible explanation for past research that failed to detect a positive relationship between marketing alliances and firm performance.",
keywords = "Centrality, Marketing alliances, Networks, Uncertainty",
author = "Watts, {Jameson K.M.} and Koput, {Kenneth W.}",
note = "Funding Information: We would like to thank Fred Webster, Mrinal Ghosh, Robert Lusch, and the reviewers of the ISBM Doctoral Competition Award for their comments on early drafts of this manuscript. Funding for this research was provided by the Institute for Business Markets of the Pennsylvania State University . However, the contents of this research report reflect the views of the researchers who are solely responsible for the facts and the accuracy of the data presented herein. Funding Information: We would like to thank Fred Webster, Mrinal Ghosh, Robert Lusch, and the reviewers of the ISBM Doctoral Competition Award for their comments on early drafts of this manuscript. Funding for this research was provided by the Institute for Business Markets of the Pennsylvania State University. However, the contents of this research report reflect the views of the researchers who are solely responsible for the facts and the accuracy of the data presented herein. Publisher Copyright: {\textcopyright} 2019",
year = "2019",
month = nov,
doi = "10.1016/j.jbusres.2019.07.012",
language = "English (US)",
volume = "104",
pages = "196--205",
journal = "Journal of Business Research",
issn = "0148-2963",
publisher = "Elsevier Inc.",
}