A framework for the formation of governance portfolios in international interfirm marketing collaborations

Volume: 5, Issue: 1, Pages: 45 - 59
Published: Apr 14, 2015
Abstract
International interfirm marketing collaborations have become increasingly important in the competitive marketplace. Unfortunately, many are unsuccessful in achieving the desired objectives for one or both parties because of factors both internal and external. This work attempts to improve understanding of firms’ governance decision making and draw disparate literature streams together by introducing the concepts of collaborative intensity and...
Paper Details
Title
A framework for the formation of governance portfolios in international interfirm marketing collaborations
Published Date
Apr 14, 2015
Journal
Volume
5
Issue
1
Pages
45 - 59
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