Running Head: MARKETINGMarketingStudent NameInstitutional AffiliationInstructorDateMARKETING2Marketing Paper Review and CritiqueIt is an aim of every business entity to maximize profit in very marketing or project it does,however, due to the technological development, there has been a stiff competition in the marketsmaking companies to come up with new mechanisms of counteracting the ever developing marketcompetition. As a way of formulating marketing mechanisms useful in managing the marketscompetitive ability, this article therefore developed some of the best mechanisms which whenadopted can help a business company to withstand the market pressures. The article thereforeidentified innovation alliance as the most used mechanism by companies to meet the marketscompetitive ability.As a way of analyzing the innovative alliances by the company, the authors of this articleidentified how the governance mechanisms affects relationship learning in the innovation alliance.In the wake of doing this, the authors again managed to group bilateral specific investments andformal contacts under the transactional governance mechanism and on the other side group guanxiunder the relational governance mechanisms. To justify their study, the authors of this articlecollected data from 225 Chinese manufacturing companies as a way of putting more emphasis onthe vital role of the relationship learning in the alliance innovation. Also, the authors of this articledid ...
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