Organizational Learning Diffusion Processes In Multiple Host Alliances: A Multiple Case Study of 11 Co-hosted Events

This research aims to find out how alliance members influence each other in multiple host alliances. We aim to do so through an organizational learning perspective by studying organizational learning diffusion mechanisms, the level of learning diffused, and interfirm diversity factors affecting these processes. The data were collected from 11 co-hosted monosport events using two sources: semi-structured interviews (n=28) and archives. The results demonstrated that the alliance members received high levels of learning through mimetic diffusion mechanisms in those partnerships where there is a high degree of dissimilar skills. Future co-hosts should focus on building the right match considering their level of skills and their interfirm differences that are conducive to learning. The event owners need to be sensitive to how their coping mechanisms affect these processes and what their potential new role can be vis-à-vis these types of alliances.