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Dynamic co-marketing alliances: When and why do they succeed or fail? · Study

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ArticleDynamic co-marketing alliances: When and why do they succeed or fail?

Rajagopalan Venkatesh2000

Article2000

Dynamic co-marketing alliances: When and why do they succeed or fail?

Rajagopalan Venkatesh · Vijay Mahajan · Eitan Muller

86 citations·0/0 files stored·International Journal of Research in Marketing

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Business Strategy and Innovation Supply Chain and Inventory Management Consumer Market Behavior and Pricing

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References

1983The diffusion of innovations 1969A New Product Growth for Model Consumer Durables 1976A New Product Growth Model for Consumer Durables 1993Organizing Successful Co-Marketing Alliances 1997Film Critics: Influencers or Predictors?1996Composite Branding Alliances: An Investigation of Extension and Feedback Effects 1999Choosing Less‐Preferred Experiences For the Sake of Variety 1993Chapter 8 New-product diffusion models

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2015Interorganizational Relationships in Marketing: A Critical Review and Research Agenda 2008Understanding the antecedents of collateral learning in new product alliances 2017Emerging Trends in Product Bundling: Investigating Consumer Choice and Firm Behavior 2007Customer segmentation based on survival character 2019Beyond brand fit 2011Comarketing Alliances: Should You Contract on Actions or Outcomes?

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Year2000

Typearticle

Published2000-03-01

VenueInternational Journal of Research in Marketing

ISSN-L0167-8116

Languageen

Citations86

Files0 public / 0

ShelfBusiness Strategy and Innovation

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doi10.1016/s0167-8116(00)00004-5

openalex_workW2006434532

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2017

Co-marketing alliances: definitions and approaches. Insights from a literature review

2008Consumers' evaluations of co‐branded products: the licensing effect