Ho, Foo-Nin; Shocker, Allan D.; Yip, Yewmun - In: Managerial Finance 36 (2010) July, pp. 534-546
Purpose – The purpose of this paper is to examine whether marketing alliances create value for shareholders, and whether the results are robust across different business cycles. Design/methodology/approach – Using standard event study methodology, abnormal returns (AR) were computed for 402...
