Purpose – This paper aims to investigate the balance of power between a giant manufacturer in the air conditioners market (i.e. Gree) and a giant retailer in the home appliances market (anonymity preserved). Both companies are operating in the rapidly growing Chinese home appliances market. In...

International alliances are becoming an increasingly important and recognized means of conducting business. Once viewed primarily as a strategy to enter foreign markets, alliances have become a very effective way for established businesses to accelerate technological development, enhance...