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Strategic collaboration management between Indian oil marketing and auto-service companies: An empirical study

Debabrata Bhattacharjee (Marketing Division, Indian Oil Corporation Limited, Mumbai, India)
Anand Prakash (School of General Management, National Institute of Construction Management and Research, Pune, India)
Rajendra Prasad Mohanty (ICFAI Group of Universities, Hyderabad, India)

Journal of Strategy and Management

ISSN: 1755-425X

Article publication date: 16 November 2015




The downstream oil marketing companies (OMCs) have an opportunity to compensate their huge under-recovery by increasing non-fuel revenues through strategic planning for collaboration with organized companies (OCs) of auto-servicing sector, who are experiencing a surge in the demand for auto-servicing. The purpose of this paper is to explore the business need for strategic collaboration and empirically validate the building mechanism for collaborative capacities between the two sectors (OMCs and OCs).


The paper is designed to explore the implementation of collaboration using needs analysis, exploratory factor analysis and structural equation modelling process for building collaborative capacities between the two sectors.


Although alignment is a necessary condition before allowing for a valid collaboration between the two sectors, the external alignment process is highly significant for implementing collaboration unlike the internal alignment process.

Research limitations/implications

Methodological limitations include the use of convenience sampling and anonymous survey-based research.

Practical implications

Selecting the “right” identified factors for collaboration is unquestionably one of the most important topics in the collaboration literature, which holds vast practical implications.


This study provides practical and theoretical insights for implementing collaboration based on empirical results.



The authors express their gratitude to the anonymous reviewers and to Professor Nicholas O’Regan, Editor, Journal of Strategy and Management for their insightful comments to make this paper value adding.


Bhattacharjee, D., Prakash, A. and Mohanty, R.P. (2015), "Strategic collaboration management between Indian oil marketing and auto-service companies: An empirical study", Journal of Strategy and Management, Vol. 8 No. 4, pp. 415-438.



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Copyright © 2015, Emerald Group Publishing Limited

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