Alliance competence
Abstract
Purpose The purpose of this paper is to investigate alliance formation competence and attitudes toward brand alliances as antecedents of the firm's propensity to brand ally. It aims to test the hypothesis that the relationship between alliance experience and alliance competence is moderated by the relative quality of the experience, which the authors call valence of alliance experience. Design/methodology/approach Research hypotheses were...
Paper Details
Title
Alliance competence
Published Date
May 24, 2013
Volume
47
Issue
5/6
Pages
964 - 986
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Notes
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