... to a qualitative approach and to the use of case study methodology. Two qualitative techniques have been used: document analysis and in-depth semi-structured interviews. Findings Results indicate that network brand identity is a prerequisite for all alliances, thus confirming the brand’s aggregating role...

...Mike Beverland; Philip Bretherton With the emergence of relationship marketing there has been an increased focus on the use of inter‐firm relationships or strategic alliances in delivering a total service package to the consumer. Despite a number of studies, there is still much to be learned about...

...Denise G. Jarratt Business alliances can assist organisations to acquire the means to compete within an ever complex and changing environment. For small and medium‐sized enterprises in non‐metropolitan areas these alliances can provide the means to extend business activity and compete against...