MKTG 556 | Session 7 | Marketing Alliances, Firm Networks, and Firm Value Creation

MKTG 556 | Session 7 | Marketing Alliances, Firm Networks, and Firm Value Creation - 2009 Vanitha Swaminathan & Christine Moorman Introduction: The article examines how marketing alliances and firm networks contribute to firm value, measured through abnormal stock returns. The authors argue that while alliances can create shareholder value, the broader network context—such as efficiency, density, and reputation—amplifies or diminishes this effect. Using event study methodology on a sample of marketing alliances in the high-tech industry, the study shows how network characteristics shape value creation.