“Effect of Recovery Efforts on Consumer Trust and Loyalty in E‑Tail: A Contingency Model”

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Author(s) : Pizzutti Cristiane et Fernandes Daniel

Le but de l’étude est de rechercher les conséquences de l’évaluation par les consommateurs des efforts de récupération sur la confiance et la fidélité dans le domaine du e-commerce.
Les résultats montrent qu’une confiance accrue suite à un processus de récupération perçu positivement  augmente la probabilité que le consommateur soit fidèle. Cette relation est d’autant plus forte  pour les consommateurs qui ont une faible familiarité avec le e-commerce.
Une bonne satisfaction du consommateur par rapport aux efforts de récupération d’un site web augmente la confiance du consommateur dans ce site web mais dans une moindre mesure par rapport à la baisse de la confiance du consommateur lorsque celui-ci est peu satisfait des efforts de récupération du site, même si des expériences antérieures positives permettent de modérer cette baisse.
La satisfaction du consommateur par rapport à la façon dont sa plainte est traitée est fortement influencée par toutes les dimensions de l’équité perçue (équité procédurale, distributive et relationnelle). En particulier l’équité relationnelle perçue est aussi importante en e-commerce que dans le brick and mortar. Cependant si la cause de la plainte est un échec procédural, l’équité procédurale influencera davantage la satisfaction du consommateur. A l’inverse, dans le cas d’une plainte lié au résultat, ce seront les dimensions distributives et relationnelles les plus importantes.

“Accelerated Learning of User Profiles”

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Author(s) : Pelin Atahan et Sumit Sarkar:

L’auteur propose un modèle qui permet à un site d’apprendre de manière proactive le profil d’un internaute en utilisant les liens hypertextes. Le modèle consiste  présenter un groupe de liens au consommateur et selon les liens sur lesquels il clique à faire des assomptions concernant son profil.
Ce modèle permet d’apprendre rapidement le profil  du consommateur pour pouvoir dès la première session personnaliser l’interface du site et dans le cadre du e commerce d’effectuer des recommandations pertinentes. En outre, il permet d’éviter ou de réduire les formulaires d’inscriptions grâce auquel le site apprend de manière passive le profil d’un internaute. Enfin, il réduit les erreurs liés à la saisie par le consommateur de son profil (qui peut être erroné ou incomplet).
L’auteur précise que pour que cette méthode soit efficace il faut que la taille du groupe de liens soit adapté à la structure du site, sa capacité à transmettre de l’information et l’environnement de l’utilisateur. Le site pourra utiliser la méthodologie développée par l’auteur pour identifier la taille idéale du groupe de liens. Enfin, il est possible d’adapter la taille du groupe de liens selon le niveau d’informations dont le site dispose sur l’internaute (la taille du groupe de liens diminuant à mesure que l’on connait le consommateur).

Does print size matter for reading? A review of findings from vision science and typography

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Author(s) : Gordon E. Legge et Charles A. Bigelow

Introduction

 De nos jours, la lecture est d’une importance fondamentale. Elle nous permet de nous instruire, de rester informer de l’actualité, de développer nos compétences linguistique et littéraire, etc… Pour cela, il est important de connaitre la taille d’écriture qui nous permet d’avoir une lecture courante et fluide.

Cette étude traite de cet important sujet. Il est évoqué les concepts théoriques des sciences de la vision concernant le codage de taille visuels qui aident à éclairer notre compréhension des pratiques historiques et typographiques  modernes. Bien que les facteurs économiques, sociaux, technologiques et artistiques influence la conception de type et de sélection, il est aussi important de savoir que les propriétés de traitement visuel humain jouent un rôle prépondérant dans la limitation de la distribution de formats d’impression d’usage courant.

Hypothèses soulevées

2 hypothèses principales sont soulevées dans cet article :

1)    La taille d’impression  des journaux contemporains, des romans et des livres de poche admet une distribution observée qui se situe dans la plage des tailles lisible de manière courante.

2)    La taille d’impression historique du 15ème au 18ème siècle évolue mais reste dans la plage des tailles lisibles de manière courante.

Résultats

1) Les distributions de tailles d’impression de journaux, romans et livres de poche se situent dans la gamme de formats d’impression pour une lecture courante. Néanmoins les titres des journaux sont imprimés dans une plus grande taille afin d’attirer l’attention des acheteurs potentiels. 

 2) D’un point de vu historique, trois tendances sont recensées :  a) Augmentation de la taille d’impression du 15ème au 16ème siècle.  b) la gamme de taille est restée stable du 16ème au 18ème siècle. c) prolifération des tailles de caractères.

Conclusion

Dans ce document, il a été détaillé les différentes recherches prisent en main et les conclusions déduites des statistiques obtenues.

La taille d’impression d’un symbole est un critère inéluctable pour une bonne lecture visuelle. La taille d’impression a suscité l’intérêt des typographes et des chercheurs en sciences de la vision. La taille d’impression des caractères est à prendre en compte dans un contexte de conception pour optimiser les exigences requises pour la lisibilité, la mise en page de l’impression sur la page ou à l’écran, et l’économie du document produit.

Les typographes savent depuis longtemps que la lisibilité dépend des caractéristiques de la vision, mais ils ont rarement eu l’occasion d’affirmer un lien théorique entre les polices de caractères et les motifs visuels.

Références bibliographiques

 Akutsu, H., Legge, G. E., Ross, J. A., & Schuebel, K. J.
(1991). Psychophysics of reading: X. Effects of normal subjects and posterior split-brain patients. Brain, 123, 291–307.

Cohen, L., Lehericy, S., Chochon, F., Lemer, C., Rivaud, S.,
& Dehaene, S. (2002). Language-specific tuning of
visual cortex? Functional properties of the visual word
form area. Brain, 125, 1054–1069.

Dehaene, S. (2009). Reading in the brain. New York:
Viking.

DeMarco, L., & Massof, R. (1997). Distributions of print
sizes in U.S. newspapers. Journal of Visual Impairment
& Blindness, 97, 9–13.

Drasdo, N., & Fowler, C. W. (1974). Non-linear projection
of the retinal image in a wide-angle schematic eye.
British Journal of Ophthalmology, 58, 709–714.

Dreyfus, J. (1995). The invention of spectacles and the
advent of printing. In Into print: Selected writings on
printing history, typography, and book production
(pp. 298–310). Boston: David R. Godine.

Dreyfus, J., Johnson, A., Carter,H., Carter,M., Hoeflake, N.,
& Parker, M. (1963). Type specimen facsimiles.
London: Bowes & Bowes.

Ferguson, W. C. (1989). Pica roman type in Elizabethan
England. Aldershot, UK: Scolar Press.

Fournier, P.-S. (1766). Manuel typographique (vol. 2).
Paris: Fournier.

Frutiger, A. (1989). Signs and symbols (A. Bluhm,
Trans.). New York: Van Nostrand Reinhold.

Fry, J. (1786). A specimen of printing types by Joseph Fry
and Sons, letter-founders, Worship Street, Moorfields,
London, 1785. In E. Chambers & A. Rees (Eds.),
Cyclopaedia (vol. 3). London: J. F. & C. Rivington.

Ginsburg, A. P. (1978). Visual information processing
based on spatial filters constrained by biological data
(vols. I and II). Ph.D. thesis, Cambridge University.
Aerospace Medical Research Laboratory Report
AMRL-TR-78-129. Dayton, OH:Wright-Patterson AFB.

Gorissen, G. (Ed.) (1980). E2 Berthold fototypes body
types (vol. 1). Berlin, Germany: H. Berthold.

Haebler, K. (1927). Italian incunabula. Munich, Germany:
Weiss & Co. Antiquariat.

Haegerstrom-Portnoy, G., Schneck, M. E., & Brabyn, J. A.
(1999). Seeing into old age: Vision function beyond
acuity. Optometry & Vision Science, 76, 141–158.

He, S., Liu, H., Jiang, Y., Chen, C., Gong, Q., & Weng, X.
(2009). Transforming a left lateral fusiform region
into VWFA through training in illiterate adults
[Abstract]. Journal of Vision, 9(8):853, 853a, http://
www.journalofvision.org/content/9/8/853, doi:10.1167/
9.8.853.

Huey, E. B. (1908/1968). The psychology and pedagogy of
reading. Cambridge, MA: MIT Press.

 

 

 

 

The implications of the splinternet and furture of web analytics

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Author(s) : Forrester Consulting

 
The study offers a large view of digital marketing landscape and the challenges of the fragmentation.

Here they are the hypotesis and their results revealed by the study : 
 
1. The splinternet disrupts the marketing landscape
 
Because of the fragmentation, it has been broken in its fundamental bases and standards.
Each touchpoint and device requires its owns technology processes and measurement strategy.
Furthermore, marketing strategy must be collaborative and adapted to the new consumers expectations and to the fact that the control of internet data remains in the hands of social medias and consumers.
 
2. Marketing strategies need a reboot
Many firms have understood that multichannel is critical and hold value in terms of sales, profits and consumer satisfaction.




Social networks is the place where firms are the most active before mobile channel.

According to them, fragmentation represents significant opportunities for firms to improve communication quality and increase customers loyalty and acquisition.

Firms face to a top challenge that is a too much basic measurement which can be a barrier for adapting to fragmentation and they lack of key performance indicators

Entreprises are not ready to invest in staff and skills. They count on technologies and third party services to fill numerous holes in their capabilities.

3.Multichannel success requires mastery of multiple disciplines

To transform the challenge in reality, firms must adopta new approach which relies on strategy; an expanded toolkit with web and mobile content management, multichannel campaign; an infrastructure and data management strategies adapted to ensure good marketing analytics and operations ; a developped organization with a centralized marketing teams and third-parties; and a measured right data to ensure a better visibility and a comprehensive view of consumers and prospects.

To conclude, theSplinternet is a real opportunity for firms and they can’t ignore or resist it but it depends on what they would do and apply as strategies to help themselves to face this change and to insure their long-term development.

 


Références bibliographiques : 
 
“Customers want everything to be the same (…) expect a response within hours not days.” (Marketing Executive, Retail)
“It is starting to get the stage (…) it can be a relationship breaker”. (Marketing Manager, High Tech)
“As far as digital (…) It is litteraly beyond our capacity.” (MarketingManager, Retail)
“We don’t have specific metrics at this point (…) are pushing those levers.” (Marketing Executive, Manufacturing)
“I don’t think (…) to link activity to sales in any way.” (Marketing Director, Consumer Packaged Goods)
“Online marketing is being use more and more (…) and are desperate to justify their activities.” (Marketing Executive, Retail)
“With these emerging channels (…) Question is you have to find it and how to use it, it’s powerful.” (Marketing Executive, Manufacturing)
“The day when marketers (…) they involve IT and many parts of the organizations.” (Marketing Executive, Retail)
“Because of technology (…) It’s better to rely on outside sources.” (Marketing Executive, Manufacturing)
“Success is really hard to measure (…) It’s about quality and quantity of people in the community.”(Marketing Director, Consumer Packaged Goods)
“It’s being able to attribute (…) that leads to opportunity.” (Marketing Manager, High Tech)

 


The implications of the splinternet and furture of web analytics

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Author(s) : Forrester Consulting

The study offers a large view of digital marketing landscape and the challenges of the fragmentation.
Here they are the hypotesis revealed by the study : 

1. The splinternet disrupts the marketing landscape
2. Marketing strategies need a reboot
3. Multichannel success requires mastery of disciplines
 
1.  Concerning the digital marketing landscape, it is not the same today because it has been broken in its fondamental bases by the fragmentation. Furthermore, the control of internet data remains in the hands of social media and consumers. It’s difficult for a digital marketer to access to these data and so to adapt marketing campaigns. 
Then, marketing standards are changing and need to be adapted . Each touchpoint and device requires its own technology processes and measurement strategy. Consumers expectations are changing too: they want more rapidity and find the same things whatever the device on which they are connected. At least, marketing environment is becoming a collaborative one. Firms and stakeholders are linked and have to work together for a better decision-making.
 
2. Multichannel is critical and holds value and many firms have understood its importance in terms of sales, profits and consumers expectations satisfaction. Many of them agree that they have to improve their multichannel capabilities, that they can extend their profits with the multichannel and that it will be critical to their long-term success.

In the multichannel, the social networks continue to attract firms where they are the most active in terms of presence and advertising rather than mobile for which firms lack of capabilities.

According to them, fragmentation represents significant opportunities for firms to improve communication quality and increase customers loyalty and acquisition.

Firms face to a top challenge that is measurement which can be a barrier for adapting to fragmentation.

But they use basic metrics like click-through rate or lift in brand awareness or affinity and they lack of key performance indicators and for example, uncertain ROI can stop them adopting new channels in their organizations.

Entreprises are not ready to invest in staff and skills. They count on technologies and third party services to fill numerous holes in their capabilities.

3. Fragmentation is once-in-a-generation opportunities for firms marketing strategies. But they have to use these recommendations to transform this challenge in a reality: 

– They have to take a structured and oriented approach to adopting new channels with a test-program or support low-cost to evaluate theme and find process to use.

– Overarching strategy is a key to succeed and many firms would predict this skill as the most critical one.

– A toolkit with a well-balanced, holistic technology portofolio is critical to their marketing organizations. Web and mobile content and multichannel campaign management require all their attention.

– Their infrastructure and data management strategies must be adapted to ensure good marketing analytics and operations.

 – Firms need skills, structure and bandwidth with centralized marketing teams and third parties. Any help is welcome to operate in a fragmented and high-speed environment.

– Focusing on the right data is necessary to afford barriers to marketers. They must democratize date insights to ensure a better visibility and a comprehensive view of consumers and prospects.

–  Actionable analytics is essential to take full advantage of the data generated.

– Mobile channels is something to take with caution. Firms must be ready after evaluating them and establishing benchmarks. Their presence is important in other emerging channel too to create awareness.

To conclude, the Splinternet is a real opportunity for firms and they can’t ignore or resit it. but it depends on what they would do and apply as strategies to help themselves to face this change and to insure their long-term development.

Références bibliographiques : 
 
“Customers want everything to be the same (…) expect a response within hours not days.” (Marketing Executive, Retail)
“It is starting to get the stage (…) it can be a relationship breaker”. (Marketing Manager, High Tech)
“As far as digital (…) It is litteraly beyond our capacity.” (Marketing Manager, Retail)
“We don’t have specific metrics at this point (…) are pushing those levers.” (Marketing Executive, Manufacturing)
“I don’t think (…) to link activity to sales in any way.” (Marketing Director, Consumer Packaged Goods)
“Online marketing is being use more and more (…) and are desperate to justify their activities.” (Marketing Executive, Retail)
“With these emerging channels (…) Question is you have to find it and how to use it, it’s powerful.” (Marketing Executive, Manufacturing)
“The day when marketers (…) they involve IT and many parts of the organizations.” (Marketing Executive, Retail)
“Because of technology (…) It’s better to rely on outside sources.” (Marketing Executive, Manufacturing)
“Success is really hard to measure (…) It’s about quality and quantity of people in the community.”(Marketing Director, Consumer Packaged Goods)
“It’s being able to attribute (…) that leads to opportunity.” (Marketing Manager, High Tech)

 

User-generated Destination Image through Weblogs: A Comparison of Pre- and Post-visit Images

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Author(s) : Dev Jani et Yeong-Hyeon Hwang

Introduction : On constate une augmentation forte du choix de destination de voyage par internet, par l’intermédiaire de plateformes-internet dédiées. Mais peu de travaux réaliser sur l’influence des blogs et forums internet(capture d’image de manière holistique). L’influence de l’internet sur la destination touristique n’est pas encore prouvée (de par sa grandeur et sa diversité). Blankson et Kalafatis (2004) il y a un manque de recherche sur la manière dont les consommateurs se forment une image de marque. Gover (2009) Remarque un manque d’études sur le processus de formation  d’images. Alors que la plus part des études porte sur le comportement des touristes.


Hypothèse : 

Quelles sont les éléments communs entre Zanzibar comme destination touristique et perçue par un communiqué au touristes de Zanzibar sur des blogs ou forums ?

Il y a t’il une différence entre l’image que ce font les touristes qui planifient de visiter et se qui l’on déjà visités ?

 

Résultat : Tasci et Al (2007), définissent l’image du lieu de destination comme comportant 3 composants : 

– Cognitif (réflexion)

– Affectif (sentiments)

– Conatif (intension de comportement) 

Tous sont liés à la définition de l’attitude.

 

Conclusion :

Visualisation and Instructional Design

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Author(s) : John Sweller

1.    Topic

This article is about the limited capacity of the working memory and how to optimize its use. After describing the information structure, it develops the human cognitive architecture. Working memory, long-term memory, schemas and automation are the elements of the human cognitive architecture relevant to visually based instructional design. This leads to the instructional effects of the cognitive load theory. At last the paper explores the interaction of information and cognitive structures and how to optimize visually based instructional design through concepts like the split-attention effect, the modality effect, the redundancy effect, the element interactivity effect and the imagination effect.

2.    Reference

1.    Bartlett,  F.  (1932).  Remembering:  A  study  in  experimental  and  social  psychology.  London:Cambridge University Press.
2.    Chase, W. G. & Simon, H. A. (1973). Perception in chess. Cognitive Psychology, 4, 55 – 81.
3.    Cooper, G., Tindall-Ford, S., Chandler, P. & Sweller, J. (2001). Learning by imagining. Journal of Experimental Psychology: Applied, 7, 68-82.
4.    De Groot, A. (1965). Thought and choice in chess. The Hague, Netherlands: Mouton. (Originalwork published 1946).
5.    Larkin, J., McDermott, J., Simon, D., & Simon, H. (1980). Models of competence in solving physics problems. Cognitive Science, 4, 317-348.
6.    Marcus,  N.,  Cooper,  M.,  &  Sweller,  J.    (1996).  Understanding  instructions.  Journal  of Educational Psychology,  88, 49-63.
7.    Miller, G.A. (1956). The magical number seven, plus or minus two: Some limits on our capacity for processing information. Psychological Review, 63, 81-97.
8.    Peterson, L. & Peterson, M. (1959). Short-term retention of individual verbal items. Journal of Experimental Psychology, 58, 193-198.
9.    Piaget, J. (1928). Judgement and reasoning in the child. New York: Harcourt.
10.    Schneider, W., & Shiffrin, R. (1977). Controlled and automatic human information processing: I. Detection, search and attention. Psychological Review, 84, 1-66.
11.    Sweller, J. (1994). Cognitive load theory, learning difficulty and instructional design. Learning and Instruction, 4, 295-312.

3.    Literature review

The author uses numerous references to the work of other academic writers and their findings covering a long period as well as his own past work. He also often refers to the same authors. He refers to:  Sweller (1994) , Miller(1956), Peterson and Peterson (1959), De Groot’s (1965), Piaget (1928), Bartlett (1932), Chase  and  Simon  (1973),  Larkin, McDermott, Simon and Simon (1980), Schneider and Shiffrin (1977), Marcus, Cooper and Sweller (1996), Cooper,  Tindall-Ford,  Chandler  and  Sweller  (2001). The literature and the reference are not extensive due to the length limitation of the paper.

4.    Hypothesis

Understanding can be improved if we take into account the human cognitive architecture and the interaction of information in instructional design.

5.    Conceptual Model

Information structure

We can find material to be learned that has a high or a low cognitive load. The level of interaction between the elements induces the level of cognitive load. Understanding is the ability to process all elements that interact.

Human cognitive architecture

•    Working memory
Working memory or also called short-term memory is limited in its capacity as well as in its duration. So it cannot process new high element interactivity material. It can be divided into “a visuo-spatial sketchpad for dealing with 2 dimensional diagrams or 3 dimensional information, a phonological loop for dealing with verbal information and a central executive as a coordinating processor.”
•    Long-term memory
Long-term memory is not just used for storage and recall of information. In fact it is of capital use regarding the processing of high cognitive material. Understanding depends on schemas held in the long-term memory.
•    Schemas
Due to the presence of schemas, elements of information can be categorized according to the manner in which they will be used. This allows the working memory to process high element interactivity material because it is treated as one single element, the schema.
•    Automation
Automation allows the use of less memory load to process information that has been well learned. Working memory can use the schemas which have incorporated the high interactivity elements through extensive learning in order to solve problems.

Some Instructional Effects

•    Split attention effect
This effect appears when it is better to physically integrate diagrams and statement rather than dissociate them. In fact this eliminates the search for referents.
•    The modality effect
The modality effect occurs when there is an increase in learning when presented one source in visual mode and the other in auditory mode rather than both in visual mode. In fact visual and auditory processors of working memory do not run fully separate. There are some synergies. So there is an increase in the total available working memory capacity.
•    The redundancy effect
The redundancy effect is found when adding redundant information. Rather than having a neutral or positive effect it has a negative effect regarding learning. In fact working memory resources will be required in order to determine that the information was redundant and so the working memory was unnecessarily used.
•    The element interactivity effect
The cognitive load effects that are presented above can only be obtained using high interactivity elements. In fact processing low interactivity elements does not affect the understanding because the working memory capacity may not be exceeded.
•    The imagination effect
When the schemas are acquired they can be used to imagine the procedures learned. This facilitates further learning trough automation for the learners with sufficient knowledge to process the high element interactivity material in working memory.  For the others, the novice, studying is more efficient than imagining.

6.    Experiment

This article is based on secondary research. There is no experiment presented.

7.    Results

We can improve the understanding of the instructional designs by taking into account the information structure and the human cognitive architecture. The designs can be improved by taking advantage of the split-attention effect, modality effect and the imagination effect, avoiding the redundancy effect while taking into account the element interactivity effect.

8.    Conclusion

The effects presented in this article can be useful for instructional design. But there are many other manners of doing instructional design which must also be taken into account.
 

9.    Limits

This article limits itself to the author’s selected research. It does not provide a full view of instructional design, neither of cognitive architecture or information structure.

10.    Future ways of research

Research of these effects when consulting a web page where cognitive load is not necessarily high but cognitive attention is low. What is actually remembered after consulting different types of information structure on web pages? What are the effects on the willingness to read the whole page?

11.    Critic

This article is just a patchwork of research on information structure and cognitive architecture. This article does not investigate any new path or interpretation.

Interfirm Alliances in online Retailing

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Author(s) : Patrali Chatterjee

Interfirm Alliances in online Retailing
Patrali Chatterjee
Department of Marketing, Rutgers University, Newark, NJ 07102-1897, USA
 
LITERATURE REVIEW
 
The author of this article discusses the interfirm alliances in retailing, which he defines as contractual relationship undertaken by firms who perform complementary activities in facilitating marketing exchanges.
The author through his research on the topic tries to build on the popular media attestation to the fact that greater interconnectedness and competition of firms has been sparked by commercial development of the web.
Thus, the purpose and objective of the research is to investigate how satisfaction with performance and resource dependency in the presence of market and technology turbulence affects alliance outcomes.                                                                                            
The author further in the research examines the factors that contribute to successful alliances relationship as well as factors that affect alliance outcome.
The data for the research was collected through the use of questionnaire from selected firms within the online retailing sector. He explains that the limitation to sample within a single industry is to maintain homogeneity.   
The research design is unique in that the author studies both partner of the alliance. Responses were correlated to detect cases where the partners colluded in answering the questionnaire. Usable data from 466 firms were collected after the return of questionnaires. The author identifies eight hypotheses to which he intends to confirm or repute. 
The results of the research were set in tabular form which clearly presents the data and also compliments the research.                                                                                              The findings of the research support the notion that alliances succeeded when firms are satisfied with their own gains and partner firms performance.
The author concludes that the results from the research show that resource dependency and satisfaction with alliance partner and owns gains from the alliance determines whether a firm will continue in alliance. 
The author intends to use the findings of the result for both practice and research purposes.
 
HYPOTHESIS
 
The author identified eight hypotheses which include:

Hypothesis A: Satisfaction with the partners’ performance has a positive effect on intention to continue with the alliance.
Hypothesis B: Satisfaction with firm’s gains from the alliance has a positive effect on intension to continue with alliance.
Hypothesis C: In the online retailing industry, satisfaction with firm’s gains from the alliance will have a stronger effect on the intension to continue with the alliance than satisfaction with partner performance.
Hypothesis D: Firms in the online retail industry that are relatively more dependent on their partners are more likely to continue with the alliance.
Hypothesis D1: Firms that primarily get market, product, and channel access are more likely to be dependent on their alliance partner than those who get revenue or marketing services.
Hypothesis D2: Firms that own both offline and online operations will be relatively less dependent on their alliance partner than pure play firms who own either an offline or online channel.
Hypothesis E: Firms that are involved in more alliance relationship are more likely to continue in the alliance than those involved I fewer alliances.
Hypothesis F: Firms that perceive greater technological turbulence affecting the online retailing industry are more likely to continue in an alliance.
Hypothesis G: Firms that perceive greater market turbulence affecting the online retailing industry are less likely to continue in an alliance.
Hypothesis H: The effect of resources dependency on intension to continue in an alliance would be lower for firms that perceive greater (a) market turbulence and (b) technological turbulence.
 
EXPERIMENT
 
Scales
The research made use of-
1.Five point scale. Scale 1-5 with 1 as poor and 5 as excellent.
2.Binary for each variable.
 
Dependent Variable
 
In the alliance equation, the dependent variable is – Intension to continue in alliance.
 
Independent Variables
 
The independent variables are: main effect of satisfaction with own gains and partner performance, involvement in other alliances, relative dependency and impetus for alliance, the hypothesized moderator effects of technological and market turbulence.
 
RESULTS
 
The result or findings from the research support the notion that alliances succeed when firms are satisfied with their own gains and partner firm performance.
 
CONCLUSION
 
The author concluded that the result suggest that resource dependency, satisfaction with alliance partner and own gains from the alliance determine whether a firm will continue in an alliance. Also,that the analyses of primary impetus for forming alliance relationships indicates that alliances that primarily involve merging of products, service and content, and fulfillment capabilities are more likely to survive.
 
CRITIC
 
Non return of questionnaires. The research questionnaires were sent out to 3167 alliance partner but only 446 were returned which is not up to half of the sample used. There may be the problem of inadequate representation to enable the author to generalise result.
 
REFERENCES
 
Anderson,J.C and Narus, J.A (1990) A model of distributor firm and manufacturer firm working partnerships. Vol.54 p.42-58.
 
Chatterpee, P (2002) Interfirm alliances in online retailing. Journal of business research . Vol.57 p.714-723