Comarketing Alliances: Should You Contract on Actions or Outcomes?
Year of publication: |
2011
|
---|---|
Authors: | Chennamaneni, Pavan Rao ; Desiraju, Ramarao |
Published in: |
Management Science. - Institute for Operations Research and the Management Sciences - INFORMS, ISSN 0025-1909. - Vol. 57.2011, 4, p. 752-762
|
Publisher: |
Institute for Operations Research and the Management Sciences - INFORMS |
Subject: | comarketing alliances | marketing externality | information asymmetry | input versus output monitoring |
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