SME’s Alliance Dynamics in the Mobile Marketing Industry

  • Martin Hannibal University of Southern Denmark
  • Erik Rasmussen


This paper presents a case study of the two similar sized, new, technology-based firms acting as alliance partners in the Mobile commerce industry. The analysis describes how the alliance dynamics in our case study relate to seminal research in the field of business alliance formation. Contrary to the established predictions we find that the negative influence on alliance performance described as a consequence of the dissolved routinized alliance pattern by seminal authors is not present. At the same time, the case study shows that internalization of complementary assets does not by necessity result in dissolution of the business alliance as argued from a resource and competence based perspective.

How to Cite
HANNIBAL, Martin; RASMUSSEN, Erik. SME’s Alliance Dynamics in the Mobile Marketing Industry. International Business and Economics Review, [S.l.], v. 1, n. 1, oct. 2009. ISSN 1647-1989. Available at: <>. Date accessed: 19 oct. 2019.
Competitive Papers


Business Alliance, Complementary Assets, Routine, M-commerce, Case study