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It is generally acknowledged that information exchange plays an important role in strategic alliances. However, little is known with respect to the perceptions each alliance partner has concerning information exchange as well as how to measure these perceptions. Key managers and executives in the food and health and personal care industries in North America participated in a mail survey to investigate these phenomena. The survey approach used a dyadic research design to identify the key elements of information exchange that impact alliance satisfaction. Based on the alliance partner's channel position as a buyer (manufacturer) or supplier (product or service supplier), the similarities and differences in perspective and subsequent managerial implications are analyzed and discussed.
Whipple et al. (Sun,) studied this question.