| Authors |
The name of the theory |
Context |
Contribution to the conception of socially significant marketing alliance |
| Cherington, 1913; Park, Russo, 1996; Bengtsson, Kock, 2000; Tsai, 2002;Dagnino, Padula, 2002;Luo, 2004; Клейнер 2004;Oshri, Weeber, 2006; Mariani, 2007; European institute for advanced studies in management (EIASM), 2008; Radaev, 2008; Eriksson, 2009; Peng, Bourne, 2009. |
Theory of coopetition |
Focus on competition and cooperation from the point of view of the correlation of the common interest and goals of the companies |
Creation of a new form of strategic relationships between participants, based on interpenetration of competition and cooperation |
| Cook, 1977;Cook, Emerson, 1978;Bucklin, Sengupta, 1993;Chang, 2009. |
Theory of social exchange |
In the process of intra-group collaboration, values are exchanged, benefits are obtained for all parties |
Formation the alliance on the principles of trust, commitment and exchange of values. Determination of factors affecting on the formation of the alliance. |
| Achrol, Reve and Stern, 1983; Achrol, 1991;Iacobucci and Hopkins,1992; Anderson, Hakansson and Snehota,1995;Henneberg, Mozas, 2004;Bengtsson, Servais, 2004,2005;Sauvee, Coulibaly, 2007, 2010. |
Network theory |
Focus on the merger of the two companies from point of view of the central scene of the network. The structure of network organizations that offer transparency, adaptability and the ability to introduce new components into the network of interacting entities |
Studying alliances from the standpoint network, consisting of suppliers, consumers, competitors, state, social institutions and other participants |
| Brandeburger, Nalebuff, 1996;Amaldoss, Meyer, Raju, Rapoport, 2000;Rodrigues, Souza, Leitao, 2009 |
Game theory |
Different options of strategic relationships between participants |
Model building of interaction types between participants in a socially significant marketing alliance, taking into account the strategies of the partners |
| Osgood, Tannenbaum, 1955; Tannenbaum, 1968;Kahle, Homer, 1985; McCracken, 1989; Kamins, 1990; Gwinner, 1997; Simonin, Ruth, 1998; Gwinner, Eaton 1999; Johar, Pham,1999;Speed, Thompson, 2000;Boo, Mattila, 2002. |
Theory of cognitive conformity |
Conformity of cognitive structure of a person |
Allowance for the correlation between participants, values and products of participants in the formation of an alliance |
| Spence, 1974;Rao, Ruekert, 1994;Rao, Qu, Ruekert, 1999;Washburn, Till, Priluck, 2000;Helmig, Huber, Leeflang, 2008. |
Market theory with asymmetric information |
Unequal deduction of product information between participants. Transfer of information from highly informed to less informed participants |
Improving the reputation of one of the parties and the perception of the brand, increasing customer loyalty by means of the alliance |
| Freeman R.E. 1984;Donaldson, Thomas; Preston, Lee E, 1995;Friedman, Andrew L.; Miles, Samantha, 2002;Harrison, Wicks, Parmar and De Colle, 2010;Freeman, R. Edward, Moutchnik, Alexander, 2013 |
Stakeholder theory |
Each group of stakeholders should be considered, and participates in determining the future direction of the company's development |
Satisfaction of the needs of all participants in the process of implementing the alliance, mutually beneficial cooperation between partners, suppliers, customers, competitors, employees, owners, social institutions of the society, etc. |
| Bowen, 1953;Carroll, 1999;Windsor, 2001;Van Marrewijk, 2003;Blagov E.Yu., 2006 |
Theory of corporate social responsibility |
Responsible attitude to employees, local communities, shareholders. Compliance of many conflicting interests in business performance |
The use of the alliance as a form of implementing the concept of conducting socially responsible business together with non-profit organizations with a view to solving socially significant problems |
| Roschelle 1992;Dillenbourg ., 1996 ;Lomas, Cyprien; Burke, Michael; Page, Carie L., 2008; |
Theory of collaboration |
The process of joint activities of two or more parties to achieve common goals, where there is a mutually beneficial exchange. As a result of joint activities, innovative products are produced |
Innovative products release and branding by two or more participants in consequence of the alliance. In process, the technologies of all participants are used, values and experiences are exchanged |
| Kotler, Keller., 2006;Kotler, Rartadgaya, Setiavan, 2011. |
Socio-ethnical marketing |
Introduction of ethical, ecological, social and legal aspects of interaction in the process of marketing activities of organizations |
The process of integrating the ethical, environmental, social and legal aspects into the values, mission and brands of organizations for solving social problems of the society |
| Pringle, Thompson, 1999;Daw, 2006;Trimble, Rifon, 2006;Abbo, 2008.Ahmediv, Shirochenskaya, 2003;Knyazev, 2004;Business in the community (BITC), 2004;Trimble, Rifon, 2006;Daw, 2006;Charities Aid Foundation (CAF), 2008. |
Cause-related marketing |
The organization of a socially significant marketing alliance becomes a way of solving the actual social problem of the society by consolidating the efforts of the parties, and also contributes to the achievement of strategic marketing tasks of the organization involved in the alliance |
Colligation of socially significant marketing alliance in consumers’ awareness with the social problem of the society. Integration of a socially significant problem into the organization's brand |
