Data have changed the characteristics of the global value chain in the context of digital economy. Standards and innovation are the key facilitators of digital economy. Considering the collaborative development of innovation and standardization, this paper constructs a theoretical model of the...

Purpose – This study aims to examine the role of market orientation as a relationship property. This property, labeled “alliance market orientation”, is at the inter‐firm level and is related to the new product development (NPD) activities of alliances. The main objectives of this...