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| Author: | Mahajan, V. Muller, E. Venkatesh, R. |
| Title: | Dynamic co-marketing alliances: When and why do they succeed or fail? |
| Journal: | International Journal of Research in Marketing
2000 : MAR, VOL. 17:1, p. 3-31 |
| Index terms: | Alliances Co-operation Economic dynamics Marketing |
| Language: | eng |
| Abstract: | The authors investigate the dynamic aspects of a co-marketing alliance and offer guidelines to establish profitable and self-sustaining alliances. The spesific object is to assess the attractiveness of forming a medium-term exclusive alliance between two brands or their manufacturers to produce a series of co-branded products jointly against the alternative separate production. |
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