Research On The Effect Mechanism Of Cross-industry Alliance Partner Selection On Enterprise Performance

With the rapid development of the new economy, the competitive form and resource basis of the enterprises is undergoing profound changes. Due to reasons such as shortage of funds, poor management, antiquated system, enterprises in the fierce competition is easy to fall behind. Cross-industry alliance is the innovative business model based on the competition pressure and meet consumers growing requirement. In recent years, the number of cross-industry alliance is growing fast. Reasonable and effective partner selection is the starting point and the key point of success. Moreover, the rise of cross-industry alliance provides a new perspective for the development of enterprises, which making cross-industry alliance becomes an important way to promote enterprise performance and achieve sustainable development.The existing research results only have summed up the characteristics and motivations of inter firm cross-industry alliance, and studied the factors that influence the enterprise performance from different angles. The partner selection of influence on the enterprise performance can not be ignored. However, the study on the cross-industry alliance partner selection factors which affect the enterprise performance is not enough. On the corresponding factor in the selection of partners, the scholars did not create a more unified view. There is little research on the effect mechanism of partner selection of inter-firm cross-industry alliance to enterprise performance. It has very important practical significance on how to research on the effect mechanism of partner selection of inter-firm cross-industry alliance to enterprise performance.Based on analyzing, reviewing and combing to the related theory of the cross-industry alliance partner selection and its affections on the enterprise performance, this paper defines and analyzes the cross-industry alliance’s concepts and features firstly. After expounding the motive and current situation of the cross-industry alliance, using analytic network process, this paper constructs the evaluation index system of partner selection of inter-firm cross-industry alliance and researches on partner selection of inter-firm cross-industry alliance. Secondly, choosing three of the more important factors in partner selection of inter-firm cross-industry alliance which is reputation, compatibility, complementary resources and introducing the alliance performance, an empirical study on the mechanism of enterprise performance is conducted, putting forward the related hypothesis. Thirdly, on the basis of analysis on the data from the questionnaire, the conclusion shows that reputation, compatibility, complementary resources have a significant positive impact on firm performance. In the end, according to the empirical results, this paper puts forward countermeasures to improve the enterprise performance in cross-industry alliance, in order to provide theoretical support and decision-making reference.