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Emerging Markets : Business and Management Studies Journal
Published by Swiss German University
ISSN : 23388854     EISSN : 26209918     DOI : 10.33555
Core Subject : Economy, Humanities, Science, Education, Social,
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences
This journal is particularly interested in publishing scholarly empirical and theoretical research in various topics in the fields management, accounting, finance, and service industry, such as; Entrepreneurship, marketing, consumer behaviour, organizational behaviour, strategic management, leadership, financial/managerial accounting, auditing, control systems, taxation, valuation, securities analysis, corporate governance, corporate finance, behavioural finance/accounting, including global topics in management, accounting, finance, service industry, and various topics on emerging management issues.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
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Search results for , issue "Vol. 12 No. 1 (2024): Vol. 12 No. 1 (2024)" : 1 Documents clear
The roles of strategic alliances, innovation capability, and cost reduction in enhancing customer loyalty and a firm’s competitive advantage in B2B alliances Musa, Soebowo
Emerging Markets : Business and Management Studies Journal Vol. 12 No. 1 (2024): Vol. 12 No. 1 (2024)
Publisher : Directorate of Academic Research and Community Services

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33555/embm.v12i1.227

Abstract

Disruptive business environments such as the COVID-19 pandemic and the recent high volatility in commodity prices have changed the way businesses are conducted. The heavy equipment industry is one of many industries affected by such an environment, especially those who are related to the mining industry where the volatility of the commodity prices has a significant impact on their business performance. Alliances are commonly formed by heavy equipment distributors and their customers to create a mutual benefit to sustain their performance. Strategic alliances have attracted substantial attention from industry as well as academia as a way to stay competitive. They mostly focus on partner-to-partner alliances in serving their customers. Consumer behaviour has changed due to changes in the environment that make firms' strategic focus more on human-centric business approaches. This study looks at the roles of partner-to-customer alliances, innovation capability, and cost reduction toward customer loyalty and competitive advantage. Data was collected from 335 respondents from the firms that have entered into alliances. This study finds strategic alliances have the highest association with cost reduction, followed by their association with innovation capability. They enhance customer loyalty through innovation capability. Cost reduction is not a lever to develop customer loyalty in the partner-to-customer relationship. The study also confirms the paramount importance of operational efficiencies in gaining a competitive advantage, with strategic alliances playing a significant role in this aspect. Keywords: strategic alliances, innovation capability, cost reduction, customer loyalty, competitive advantage.

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