The principle of congruity in the analysis of international business cooperation

摘要: This study investigates an under-researched topic: individual-to-individual or team-to-team interactions during the alliance pre-formation phase. We develop a general theory based on principle of congruity for understanding micro-dynamics formation process. The attitudes each party in towards their prospective partner depend level mismatch between initial evaluations contributions partner, and wish intensity speed to reach congruity. impact different managerial cultural backgrounds (special theory) mind-sets application) are theorised. Further applications considered all presented as testable propositions.