... Using a qualitative case‐based approach, the authors immerse themselves in the development of three learning alliances between technology startups and industry leaders, two successes and one failure, to gain an in‐depth understanding of the dynamics involved. Data were collected on both sides...

... in relation to temporary organizations, particularly front organizations. The paper identifies seven distinctive characteristics of front organizations, which provide the basis for future research. Corporate identity Time Organizations Social change Corporate marketing Alliances Corporate...

...Shirley Leitch; Neil Richardson This article offers the “brand web” model as a conceptual framework for the creation and ongoing analysis of corporate brands and brand relationships. The framework is particularly relevant for new economy ventures that result from alliances. In deploying the brand...

..., partnership and other forms of alliances are in fashion, a book about co‐branding is well timed. The book is in 123 pages, excluding the appendix. Co‐branding, as defined by the authors, is a form of co‐operation between two or more brands with significant customer recognition, in which all...

... exchange processes. © MCB UP Limited 2002 Market orientation Relationship marketing Alliances In order to fulfill the above tasks informational, physical, human, and financial resources are needed (Helfert, 1998; Ritter, 1999). In addition to a translation of market orientation...

...G. Scott Erickson; Roland J. Kushner In spite of the conclusions drawn by the popular press over a race to “bigness” (Mandel et al., 1995), business continues to pursue new forms of organization. Strategic and functional alliances as well as other forms of loosely-bound enterprises continue...

.... The managerial and research implications of these findings are discussed. © MCB UP Limited 1998 Alliances Business‐to‐business marketing Channel relationships Industrial marketing Joint ventures Relationship marketing “Get close to the customer.” “Develop intimate relationships with your...

... of managing resource flows between their firms. © MCB UP Limited 1997 Alliances Business‐to‐business marketing Buyer‐seller relationships Because of their ability to co‐ordinate and control resource flows between trading partners, relational norms have long been of interest to both...

... and selection of partners for international co‐operative ventures is one of the most complex and critical decisions made by managers. After a brief discussion of expert systems, presents an expert system application for co‐operative venture partner selection. © MCB UP Limited 1997 Alliances Decision...

...Prem N. Shamdasani; Jagdish N. Sheth Extant research on strategic alliances has relied mainly on case and survey methodologies to examine strategic, structural and operational issues in alliance relationships. Demonstrates that experimental methodology can usefully be employed to examine important...

... and grow. This article introduces trust as an important determinant of channel behaviour, indicates the importance of trust in co‐operative behaviour and presents the results of an introductory study on trust in marketing channels. Co‐operation Distribution channels Trust Alliances Marketing...

... satisfaction, and performance in an industrial channel setting. The principal finding is that of minimal impact of the environmental conditions studied. © MCB UP Limited 1989 Conflict Distribution channels Channel management Alliances Marketing Organizational theory ...