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Keywords: Interfirm cooperation
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Journal Articles
A strategic supply chain approach: consortium marketing in the Italian leatherwear industry
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2012) 30 (7): 700–716.
Published: 19 October 2012
... buyers. The comprehensive description provides propositions relevant for advancing a theory of interfirm cooperation and marketing behavior. The paper reports on implementing consortium marketing through the integration of marketing activities among the SMEs in the Italian fashion leatherwear industry...
