Performance Implications of Strategic Fit between Alliance Attributes and Alliance Forms

This study extends the research on alliances by adopting the strategic fit paradigm in examining the factors affecting alliance performance. Using contingency theory and the theoretical arguments put forth by social exchange theory, we argue that the proper coalignment of alliance form with alliance attributes would positively influence alliance performance. Our findings generally confirm that an appropriate match between alliance forms and attributes has positive impact on alliance performance, which may not be achieved by having the alliance attributes or alliance form alone.