Guo, Xinyu; Meng, Yan; Xiong, Jie - In: Journal of Business Strategy 43 (2021) 4, pp. 257-266
Purpose: Brand alliance strategy is a popular strategy for multinational enterprises entering foreign markets, especially when domestic firms in the host market have a relatively weaker brand image. However, Volvo Construction Equipment's failure to acquire a domestic firm in China (Shandong...