Developing the Market Together : Scale Development and Performance Implications of Co-Marketing Capability

The ability to successfully manage interfirm alliances is acknowledged as a sustainable source of competitive advantage. However, alliances pose significant management challenges because the danger of serious conflict and opportunism is always present. Thus an integrated understanding of which capabilities allow firms to successfully manage co-marketing alliances is necessary. We address this gap and conceptualize co-marketing capability, develop a new scale for its measurement, and explore its relationship to alliance performance. Drawing on in-depth interviews with marketing alliance managers and a survey of 287 chief marketing officers, we empirically show that co-marketing capability substantially contribute to marketing alliance success