Organizing Successful Co-Marketing Alliances
Open Access
- 1 April 1993
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 57 (2) , 32-46
- https://doi.org/10.1177/002224299305700203
Abstract
Co-marketing alliances between firms afford fresh opportunity for strategic advantage. Data from 98 alliances show that gains in effectiveness can be obtained by reducing power and managerial imbalances. Careful project selection and better matching of potential partners also help to enhance alliance effectiveness.Keywords
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