... of development. The major events for each stage are described in terms of how these events affect the interaction, alignment and interfaces between individual actors and business actors with a focus on individual and collective interests. Findings The individual actor plays a key role in the start-up stage...

... as a relational capability, involving task‐dedicated actors, who allocate resources of the firm and its strategically most important customers, through management practices that aim at inter‐ and intra‐organizational alignment, in order to improve account performance (and ultimately shareholder value creation...

... to achieve a mission. This type of uncertainty arises because the resources of the alliance partners are heterogeneous (Alchian and Demsetz, 1972). © MCB UP Limited 1998 Alignment Business‐to‐business marketing Commitment Governance Interaction Joint ventures In recent years, we...