How should one select a strategic alliance partner? An answer to this question is provided by extending the literature on symbiotic marketing and focussing attention on market-driven strategic alliances. Such alliances are defined as long-term inter-firm co-operative relationships that add value...

Using a panel dataset on hotel rebranding over the time period 1994-2012, we quantify the impact of rebranding on the occupancy rate and other performance indicators of the hotel properties. We find that rebranding results, on average, in about a 6.31% increase in occupancy rates with increases...