Coopetitive branding : definition, typology, benefits and risks
Year of publication: |
August 2016
|
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Authors: | Chiambaretto, Paul ; Gurău, Călin ; Le Roy, Frédéric |
Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 57.2016, p. 86-96
|
Subject: | Coopetitive branding | Coopetition | Co-branding | Typology | Benefits and risks | Koopetition | Markenführung | Brand management | Unternehmenskooperation | Inter-firm cooperation |
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