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| Author: | Perks, H. Easton, G. |
| Title: | Strategic alliances: partner as customer |
| Journal: | Industrial Marketing Management
2000 : JUL, VOL. 29:4, p. 327-338 |
| Index terms: | INDUSTRIAL MARKETING MANAGEMENT ALLIANCES |
| Language: | eng |
| Abstract: | This paper analyzes a number of different inter- organizational exchange relationships, ranging from simple exchange transactions to complex competitor strategic alliances in terms of the exchangeability, value influence, and consumption/creation processes of the resources being exchanged. Many common features between exchange relationships and strategic alliances are identified and are used to suggest ways in which relational marketing concepts and skills have the potential to help in successful creation and management of exchange-based strategic alliances. |
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