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Marketing of new products as an important part of the commercialization process, plays a critical role in the success of developer companies. Most new products fail, and in sequence cause the company not to reach the financial and marketing aims. The paper concentrates on cooperative marketing...
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of their performance implications—specifically in terms of their impact on innovation output. We submit that private …-private alliances will have a positive impact on innovation output while public-private alliances will have a negative impact. Results …
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