Understanding the effects of plural marketing structures on alliance performance
Eric (ER) Fang, Jongkuk Lee, Robert Palmatier, and Zhaoyang Guo
| Year of publication: |
August 2016
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|---|---|
| Authors: | Fang, Eric ; Lee, Jongkuk ; Palmatier, Robert W. ; Guo, Zhaoyang |
| Published in: |
Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 53.2016, 4, p. 628-645
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| Subject: | marketing alliance | plural structure | dyadic structure | interfirm relationships | dependence balancing | Strategische Allianz | Strategic alliance | Marktstruktur | Market structure |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1509/jmr.13.0318 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011537824