“…However, the decision to undertake these relationships is often based on multiple factors or contingencies; firms will often weigh the pros and cons of each relationship, and each firm will have its own ultimate deciding factors that lead it to initiate the relationship (Oliver, 1990;Lee, Miranda, & Kim, 2004;Goo et al, 2009). Firms tend to progress cautiously into relationships, sending signals as they progress, and define their evolution in stages, as step-by-step progress with the evaluation of potential partners and initial negotiations, and preliminary adaptation efforts (Larson, 1992;Dwyer, Schurr, & Oh, 1987).…”