Trust and performance in cross-border marketing partnerships: A behavioral approach

Preet S. Aulakh, Masaaki Kotabe, Arvind Sahay

Research output: Contribution to journalArticlepeer-review

512 Citations (Scopus)


Existing research on international partnerships focuses primarily on the ex ante structuring of interorganizational relationships. This study departs from this research by taking a behavioral approach to understand the ex post maintenance of cross-border marketing partnerships. A conceptual model is developed by identifying the antecedents of trust and performance in such partnerships. The model is empirically tested on a sample of U.S. firms having distributor and licensing relationships with firms from Asia, Europe, and Central/South America. Findings support the importance of bilateral relational norms and informal monitoring mechanism in building interorganizational trust and improving market performance of international partnerships.

Original languageEnglish
Pages (from-to)1005-1032
Number of pages28
JournalJournal of International Business Studies
Issue number5
Publication statusPublished - 1996 Dec
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Business, Management and Accounting(all)
  • Economics and Econometrics
  • Strategy and Management
  • Management of Technology and Innovation


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