Dyadic, network and ecosystem alliances: systematic literature review and research agenda

Abstract

PurposeLiterature on strategic alliances (SAs) is large, diverse and growing. It needs synthesis and analysis for application and further research. Authors have also underlined the need for studies covering differences in structuring, situational application and management of alliances. This systematic literature review aims to cover dyadic, network and ecosystem (DNE) alliances with theory, context, characteristics and methodology (TCCM) methodology covering the life cycle stages of an alliance (pre-formation, formation and management) to uncover insights which inform practice and guide further research on this important subject.Design/methodology/approachThis paper follows systematic literature review (SLR) methodology for research design and article selection and TCCM methodology for analysis. It also analyses the literature on DNE alliances using a nine-box matrix with DNE alliance forming one axis and three alliance lifecycle stages of pre-formation (alliance objectives), formation (alliance design and operationalisation) and post formation (alliance management) stages along the other axis.FindingsAnalysis indicates focus on individual firms and their own customer value proposition (CVP) in the dyadic and network alliances. Industries with fast-paced technological change benefit from loosely coupled alliances. Social context and social exchanges leading to collaboration and collective strengths mark network alliances, with a focus on knowledge creation and dissemination. Ecosystems focus on a collective CVP, which guides alliance behaviour. Ecosystem leadership guides this purpose through governance for sustained competitiveness. Negative consequences (dark side) of alliances can be mitigated by careful design, formation and management of DNE alliances.Research limitations/implicationsWhile literature has focussed on static view of alliances in their industry or social context, this literature review analyses alliances along the dyadic, network and ecosystem typology, thus providing a new lens to study alliances. The review also recognises that alliances evolve over their life-cycle stages and observes their progression through their lifecycle stages aids for fuller comprehension of their behaviour. Areas for future research in structuring, leadership, value co-creation and technological change set an agenda for future research.Practical implicationsDynamic managerial capabilities are drivers of alliance performance. The analysis using the nine-box matrix allows managers to better appreciate the options that exist and the consequences of their actions. Situating their alliance in the appropriate box can allow managers better plan, operationalise and manage their own alliances.Originality/valueThis systematic review compares and contrasts DNE alliances in extant literature and through their lifecycle stages. Insights from TCCM analysis and the nine-box matrix provide unique contribution to both theory and practice in this large and growing domain.