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The article aims to reveal the influence mechanism of different types of alliance governance on the relationship between market orientation and innovation. Based on a sample of 122 Chinese manufacturing enterprises, the article finds that: (1) contractual governance will increase when customer orientation and competitor orientation become higher, and contractual governance will affect radical innovation in a U-shaped way; (2) trust governance will increase when inter-functional coordination become higher, and trust governance has a positive impact on both radical innovation and incremental innovation (II).<\/p>","DOI":"10.4018\/jgim.2019010101","type":"journal-article","created":{"date-parts":[[2018,9,26]],"date-time":"2018-09-26T17:18:11Z","timestamp":1537982291000},"page":"1-18","source":"Crossref","is-referenced-by-count":11,"title":["Market Orientation, Alliance Governance, and Innovation"],"prefix":"10.4018","volume":"27","author":[{"given":"Yu","family":"Li","sequence":"first","affiliation":[{"name":"Xi'an Jiaotong University, Xi'an, China"}]},{"given":"Yao","family":"Chen","sequence":"additional","affiliation":[{"name":"University of Manchester, Manchester, UK"}]},{"given":"Yuan","family":"Li","sequence":"additional","affiliation":[{"name":"Shanghai Jiaotong University, Shanghai, China"}]},{"given":"Christopher P.","family":"Holland","sequence":"additional","affiliation":[{"name":"Loughborough University, Leicestershire, UK"}]}],"member":"2432","reference":[{"key":"JGIM.2019010101-0","doi-asserted-by":"publisher","DOI":"10.5465\/AMR.2007.26585739"},{"key":"JGIM.2019010101-1","doi-asserted-by":"publisher","DOI":"10.2307\/3150783"},{"key":"JGIM.2019010101-2","doi-asserted-by":"publisher","DOI":"10.1016\/S0167-2681(99)00080-3"},{"key":"JGIM.2019010101-3","doi-asserted-by":"publisher","DOI":"10.1287\/orsc.12.1.54.10121"},{"key":"JGIM.2019010101-4","unstructured":"Azriel, J. 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