Karmaşık örgütsel formlar ve risk üzerine pazarlama denemeleri

This dissertation consists of two interrelated essays, each of which deals with a specific complex organizational setting in marketing. In the first essay, we study a multilateral co-branding alliance. In the event of a brand crisis, when the shared alliance brand is the subject of negative press coverage, individual alliance partners may suffer from negative spillover effects, such as customers questioning their individual reputations. By linking the literature on governance with the body of knowledge on brand alliances and organizational crises in marketing, we show that the nature of the alliance partner's relationship with the alliance can help firms protect their brand reputations following a brand crisis. This effect is greater for alliance partners who maintain ties with the alliance characterized by frequent information exchange but it is weaker for partners with a vested interest in the alliance either via positive appraisal or via economic investments. The second essay explores portfolios of marketing alliances. We examine the value creation effect of marketing alliance portfolio composition through shareholder risk, a key aspect of firm value. Building on the resource-based view and governance theory in the literature, we demonstrate that the composition of the portfolio with respect to partner types and the alliance domain exert differential effects on stock risk. We find that overlap in terms of partners (active in the same industry, headquartered in the same nation), as well as overlap in terms of alliance activities (in related rather than unrelated domains), decreases risk. Overall, this dissertation advances and enriches the theoretical knowledge of performance implications for marketing alliances. In particular, it provides valuable insights into how the governance and composition of alliances can decrease risks associated with the specific alliance settings and financial returns.