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Keywords: Co-branding
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Journal Articles
Journal:
Management Decision
Management Decision (2015) 53 (8): 1883–1898.
Published: 21 September 2015
...Fabio Cassia; Francesca Magno; Marta Ugolini Purpose – This paper explores the process of mutual value creation in a component co-branding relationship between an unknown component supplier and a well-known Original Equipment Manufacturer (OEM). In particular, the purpose of this paper...
