General alliance experience, uncertainty, and marketing alliance governance mode choice
Year of publication: |
2010
|
---|---|
Authors: | Li, Ning ; Boulding, William ; Staelin, Richard |
Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 38.2010, 2, p. 141-158
|
Subject: | Marketingmanagement | Marketing management | Strategische Allianz | Strategic alliance | Transaktionskosten | Transaction costs | Wissenstransfer | Knowledge transfer | Realoptionsansatz | Real options analysis |
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