The mediating role of alliance marketing program creativity on the relationship between alliance orientation and market performance in the services industry

Purpose – The purpose of this paper is to examine the validity of the already suggested positive relationship between marketing alliance orientation and market performance in a service context, and to investigate the mediating role of alliance marketing program creativity (AMPC) in the relationship in detail. Design/methodology/approach – To empirically test the hypotheses, a mail survey was conducted among firms with experience of service alliances in South Korea. A 725 research sample was selected (128 responded) from a database compiled by the Korea Investors Service-Financial Analysis System which provides comprehensive corporate and financial information on firms listed on the Korea Stock Exchange. partial least squares analysis was performed to test the hypotheses. Findings – Alliance orientation positively associated with market performance (H1), alliance orientation had a significantly positive effect on alliance marketing program meaningfulness and novelty (H2), and in turn, alliance marketing pr...