Mehta, Rajiv; Dubinsky, Alan J.; Anderson, Rolph E. - In: European Journal of Marketing 37 (2003) 1/2, pp. 50-85
As firms seek to prosper in a fiercely competitive global economy, cooperative inter‐firm alliances among members of the value chain are increasingly being forged. In the area of marketing channels, strategic alliances among international channel partners have become the norm as well. Thus,...
