... 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...

... Corporate marketing Alliances Recognition of the significant role that corporate identity (CI) may play in both enabling and constraining organisational success has contributed to an increasing emphasis on corporate‐level marketing (Balmer, 1998, 2001, 2008, 2009a, b ; He and Balmer, 2007...

...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...

...Claes Hultman Brands Alliances Marketing The importance of brands and trade names in marketing is well known. In a time when phenomena like co‐operation, partnership and other forms of alliances are in fashion, a book about co‐branding is well timed. The book is in 123 pages...

... exchange processes. © MCB UP Limited 2002 Market orientation Relationship marketing Alliances The links between these relationship management tasks and the dimensions of market orientation are manifold. A customer orientation on the firm level can be seen as an enabler...

...G. Scott Erickson; Roland J. Kushner © Emerald Group Publishing Limited 1999 Alliances Network analysis Organizational theory Service industries Services marketing Sport In spite of the conclusions drawn by the popular press over a race to “bigness” (Mandel et al., 1995...

.... 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...

..., develops a post hoc analysis of the profile of collaborative trading partners. Discusses the managerial and academic implications. © MCB UP Limited 1997 Alliances Business‐to‐business marketing Buyer‐seller relationships In a collaborative exchange relationship, the boundary...

... 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...

... Alliances Marketing channels Organizational behaviour ...

... 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 ...