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| Author: | Dickinson, S.J. Ramaseshan, B. |
| Title: | Maximising performance gains from cooperative marketing: Understanding the role of environmental contexts |
| Journal: | Journal of Marketing Management
2008 : JUL, VOL. 24:5-6, p. 541-566 |
| Index terms: | marketing co-operation contingency theory performance appraisal |
| Language: | eng |
| Abstract: | Understanding the situational relevance of strategy is vital given that strategies have varying utilities under different environmental settings, resulting in performance (hereafter as: perf.) variations. Using quantitative survey results, this paper examines the relationship btw. co-operative marketing and perf. outcomes across varying environmental (here as: env-al.) contexts. Provided is an insight into the environment-strategy-perf. relationship through a holistic env-al. approach and detailing the environments conducive to co-marketing strategy implementation etc. |
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