مجلة إقتصاد المال والأعمال
Volume 11, Numéro 1, Pages 937-952
2026-05-31
The Contribution Of Strategic Alliances To Marketing Performance
Authors : Mohamed Seghir Khedidja . Laoudj Ouardia .
Abstract
In a time of rapidly changing markets and intense competition, strategic alliances have become one of the main tools that organizations rely on to enhance their ability to innovate and achieve a sustainable competitive advantage. This research aims to explore how alliances contribute to developing marketing practices and raising the level of marketing performance of organizations, focusing on the factors that determine the success of these partnerships, such as resource integration, compatibility between partners, and market environments. Through a qualitative analysis of companies that have adopted alliances as a central strategy, the research provides an in-depth view of how alliances can be invested in fostering innovation, expanding markets, and strengthening brands, while providing a conceptual framework that can guide researchers and practitioners alike in understanding and investing in the potential of these partnerships.
Keywords
alliance ; strategic alliances ; performance ; marketing performance ; innovation
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