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Role of Risk in New Product Alliances
English
173 b
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The trend of forming alliances to develop new§products continues; at the same time, however, many§of such new product alliances fail. The authorargues for the criticality of risk and risk§management in new product alliances and examines how§various risk types intrinsic in these alliances can§result in the deployment of different governance§mechanisms. Two specific governance attributes§(contract explicitness and relational components) are§analyzed. Results from surveying high tech§organizations should help shed some light on how each§type of risks (performance risk, implementation risk,§knowledge leaking risk, relational risk, and§reputation risk) influences the use of governance§mechanisms, which in turn significantly contribute to§new product success. Practitioners in strategic§management, new product development, and marketing§should find the results useful to help managing risk§through appropriate governance.
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English
