Recognizing the Framework of Partner Selection in Promotional Alliances through Systematic Literature Review

In spite of the mass usage of Promotional Alliance strategy by companies, lack of a framework which containes the factors considering the partner selection is considerable. Therefore, the aim of the present research is to extract the expressed framework and its belonging factors.To achieve this, a systematic literature review (thematic analysis and open coding method have been used in the case of analysis as well) executed. In result, it has been determined that the framework of partner selection has 2 phases which are potential partner’s brand assessment and collaboration structural assessment respectively. Furthermore, the belonging factors have been determined as well for both phases separately. Meanwhile, 3 factors which are the nature of the partners’ business, the objective of both sides for establishing such alliance and the activity area of collaboration affect the aspects of the proposed framework and the existence of the belonging factors.