Strategic coopetition of global brands : a game theory approach to 'Nike + iPod Sport Kit' co-branding
Flávio Rodrigues and Victoria Souza; João Leitão
| Year of publication: |
2011
|
|---|---|
| Authors: | Rodrigues, Flávio ; Souza, Victoria ; Leitão, João |
| Published in: |
International journal of entrepreneurial venturing. - Geneve : Inderscience Enterprises, ISSN 1742-5360, ZDB-ID 2510499-8. - Vol. 3.2011, 4, p. 435-455
|
| Subject: | Nike <Firma> | Apple Computer Inc. | Markenführung | Brand management | Markentransfer | Brand extension | Unternehmenskooperation | Inter-firm cooperation | Markenimage | Brand image | Spieltheorie | Game theory |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009424150