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Value-creation-capture-equilibrium in new product development alliances : a matter of coopetition, expert power, and alliance importance.

Bouncken, Ricarda B. and Fredrich, Viktor and Ritala, Paavo and Kraus, Sascha (2020) 'Value-creation-capture-equilibrium in new product development alliances : a matter of coopetition, expert power, and alliance importance.', Industrial marketing management. .

Abstract

Alliances are often thought to be longer lasting and lead to better results when they are perceived as equal and fair in terms of how efforts and rewards are distributed. This study conceptualizes the value-creation-capture-equilibrium (VCCE) as the relative inputs and efforts made by alliance partners to create and capture innovation-related value. We seek to better understand the determinants of the VCCE in dyadic new product development (NPD) alliances. We focus on three factors from a focal firm's perspective: (1) the coopetition intensity with the alliance partner (i.e. simultaneous competition and collaboration), (2) the expert power of the alliance partner, and (3) the relative importance of the particular NPD alliance. We hypothesize that coopetition intensity stabilizes the VCCE. Furthermore, we assume that the partner's expert power and the focal firm's relative alliance importance negatively moderate the relationship between coopetition intensity and the VCCE. Based on a dataset of N = 471 NPD alliances of high-tech firms, we find partial support for our hypotheses and contribute towards a better understanding of the factors influencing the VCCE in NPD alliances.

Item Type:Article
Full text:Publisher-imposed embargo
(AM) Accepted Manuscript
Available under License - Creative Commons Attribution Non-commercial No Derivatives.
File format - PDF
(1568Kb)
Status:Peer-reviewed
Publisher Web site:https://doi.org/10.1016/j.indmarman.2020.03.019
Publisher statement:© 2020 This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/
Date accepted:19 March 2020
Date deposited:10 April 2020
Date of first online publication:2020
Date first made open access:No date available

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