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Over the past decades, mainstream studies have generally indicated that new ventures could improve entrepreneurial performance by adopting strategic alliances (SAs). However, recently an increasing number of new ventures appear to not realize this objective using SAs at all times and may, rather, even be stuck in the survival trap. This dilemma indicates that the causal relationship between SAs and entrepreneurial performance in new ventures is not simply linear and rather a further complex nonlinear relationship. To handle this debate, this study attempted to reveal the nonlinear relationship of two types of SAs (technology alliances and market alliances) in new ventures with entrepreneurial performance (organizational growth and customer value). In addition, the moderating effect of transactive memory system (TMS) in the entrepreneurial team under the nonlinear relationship was explored.

This study established a research model by considering technology alliances and market alliances as two independent variables, organizational growth and customer value as two dimensions of entrepreneurial performance, and TMS as the moderators. The survey data collected from 207 Chinese new ventures was subjected to the hierarchical linear regression method for testing the proposed hypotheses.

The results revealed that there is an inverse U-shaped relationship between technology alliances and organizational growth, while the relationship between technology alliances and customer value was U-shaped. In addition, the relationship between market alliances and organizational growth was U-shaped, while an inverse U-shaped relationship was observed between market alliances and customer value. Finally, TMS was observed to positively moderate the U-shaped relationship between technology alliances and customer value as well as the U-shaped relationship between market alliances and organizational growth.

This study concluded that a nonlinear relationship between SAs and entrepreneurial performance existed in new ventures, which contributes to resolving the debate on whether new ventures could adopt SAs to improve entrepreneurial performance at all times. Specifically, the findings of this study would enrich the existing literature on the outcomes of SAs in new ventures through an evaluation of the effect of the inverse nonlinear relationship between technology alliances and market alliances on entrepreneurial performance (e.g. organizational growth and customer value). In addition, the findings of this study would extend the discussions about the conditions of the above causal relationship by introducing the TMS as the core moderator.