The Effect of Alliance Marketing in Combating Environmental Uncertainty Among Entrepreneurs (Study of Table Water Manufacturers in Ukwuani Local Government Area of Delta

Auster E (2012), International corporate linkages: Dynamic Forms in Changing Environment Columbia Journals of World Business Vol 22(1) pp 3-6 Bicen, P, Hunt, S.(2012) alliance market orientation, new product development and resource advantage theory. Journal of business and industrial marketing 27(3 ) 592-600 Bilimoria D. (2016). Effect of Sex Based Bias on Beard Committee Membership. Academy of Management Journal. Vol 37(2) pp 44 -47 Boyd. BK. and Fulk J.(2016). Executive Scanning and perceived uncertainty: A multidimensional model. Journal of measurement vol 25(4) pp 83-109. Buchko A.A. (2016). Conceptualization and measurement of environment uncertainty: An assessment of miles and snow perceive environmental uncertainty scale. Academy of Management Journal 2(1) pp 39-49 Cook T. (2007). Construct measurement in management research. Jourmal of management. 26(9) pp 567 -600 Covin J. G. (2015). Strategic Management of small firms in hostile environment. Strategic Management Journal 24(2) pp 148-169 Cumiskey K.J, Frankwich GL.,Carlson B.D.(2011). A framework of understanding the new product alliance success. The journal of marketing theory and practice 19(1) 7-26 Delvic G. and Bleacley M. (2017). Strategic Alliance: Guidelines for Success. Journal of Management science 35(3) pp 718-804. Dimaggio. P. (2017) Interest and agency in institutional theory: In L.G. Zuker (ed) Institutional patterns and organizations. Cambridge M. A. Ballinger. Donaldson, B. and O'Toole T.(2002) strategic narket relationship. New York wiley. Drummond, G. and Ensor, J (2005). Introduction to marketing concept. Elsevier Early P C(2012). Comparative analysis of goal setting strategies across culture. Journal of Applied Psychol ogy. 24(4) pp 309-323 Gamble, C (2015)). Joint Venture: The Nati on's Most Influential Sourcebook on Joint venture agreement, Online business ideas, starting a business, Joint venture partnership and more.PI7 Gibbs, R. and Humphries, A (2009). Strategic alliances and marketing partnerships LondonKogan page. Harrigan K. R. (2017). Joint venture and competitive strategy. Strategic Management Journal.60(4) pp 17-18 Harrington, H.(2007). Resource management excellence: the art of excelling in resource andassets management. Paton professional, p31. Hofstede G.(1980) in Joseph K.(20 16). Motivation, Leadership and organizational behavi or Journal of organizational leadership 34(7) pp 55-58. Lambe, C.J.,Spekman, R. E.and Hunt S.D. (2002). Alliance competence, resources and alliance Success: conceptualization, measurement and initial test journal of the academy of marketing science 30(2), 141-155 Li, Ning; Boulding, William; Staelin, Richard (2009),General alliance experience, uncertainty, and marketing alliance governance mode choice Journal of the academy of marketing science. 38(2), 141-566 Lumpkin D.T.and Dess G.G. (2015),Clarifying the entrepreneurial orientation construct and linking it to performance. Academy of management Journal Review 20(1) pp 65-91. Miles R.E. and Snow C.C.(2007). Organizational strategy, structure and process. NY: Mc Graw hill Miken F. J(2012). The types of perceived uncertainty about the environment: State effect andresponse and response uncertainty: Academy of Management Review. 55(5) pp 66- Miller D. (2012). The correlates of entrepreneurship in the three types of firms. ManagementScience Journal. 26(2) pp 77-79. Murray A, and Siehi C.(2014), Joint venture and other alliances. Morristown NJ: Financial executive foundation. Olannye AP. and Umukoro F, G. (2007) Environmental uncertainty. Journal of business studiesand technology development. 3(2) pp 33 -55. Olannye A.P. (2006). Research method for business: A skill building approach. Lagos: Pee JenPublication Oliver H(2007), organizational behavior and leadership. Journal of management .56(9) pp 567- Osoko M. (2012). Knowledge based resources and business performance. Journal of management Science. 45( 7) pp 66-88. Palich L. E. and Bagby D.R. (2015), Using cognitive theory to explain entrepreneurial risk- taking: Challenging conventional wisdom. Journal of Business venturing 1(2) ppl 14- 13) Palmer, A. , Bejou D. (2016). Tourism destination marketing alliance. Annals of tourism research 22(2) 55-77. Pedhazur, E.J. , and Schmelkin, L.(2012). Design and analysis: and integrated approach. Hillsdale: Lawrence Erlbuaum Associates Publishers. Preffer J.and Salncik G.R. (2007). The external control of organizations. NY: Harper and Row. Polonky, M.(200S) Stakehol der thinking in marketing, Bradford, England: Emerald group Pub. Richey, L, and Ponte S.(2015)New actors and alliance in development (third world quarterly series) Samelson, B. M. Olsen, L. E., Keller, K. L. (2014). The multiple roles of fit between brand alliance partner in alliance attitude formation marketing letters 26(4) 619-629. Shane S (1993) in Andre V.H.(2007). Individual and the cultural roots of management practices.Journal of econ omics and business 25(4) pp 100-110 Swaminathan, V. and Moorman, C. (2009) marketing alliances, firm network nd firm value creation journal of marketing 73(5) 52-69 Tyler B. B and Steennma HK.(2015). Evaluating technological collaborative opportunities: Acognitive modeling perspective. Strategic Management. 26(3) pp 239-257. Valliani, A Kapur, A. Joseph D. and Rakhi, A. (2008) Network for alliance marketing. New Delhi: tata McGraw Hill Education. Wagner JA. (2015) Studies of Individualism/collectivism: effects on cooperation in groups. Academy of Management Journal 32(1) pp 87 -112 Williamson O.E.(2007). Comparative economic organization: The analysis of discrete structural alternative. Administrative Science Quarterly 20(4) pp 546- 558