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marketing aims. The paper concentrates on cooperative marketing alliances as a successful approach to commercialization of new … products, by studying the Iranian Football Premier League as a context for cooperative marketing alliances among football clubs …
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Co-development alliances are formed to create new capabilities (technologies, products, services, processes, etc.) that … assets. These alliances typically face a high level of risks in terms of undesired leakages of confidential knowledge or … failure to achieve the expected development. Relational quality, an important consideration in all alliances, is particularly …
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