Mechanisms for Effective Alliance Management: Insights from a Federated Cooperative Marketing System

Volume: 17, Issue: 1, Pages: 95 - 126
Published: Feb 1, 2014
Abstract
Despite their continuing popularity and value-creation potential, strategic alliances fail as often as they succeed. Alliance failure is often attributed to opportunistic behavior by one or more of the partners. This paper draws upon empirical evidence from a successful alliance – a federated cooperative marketing system – to shed light on some of the economic and behavioral strategies and mechanisms that alliances can use to promote effective...
Paper Details
Title
Mechanisms for Effective Alliance Management: Insights from a Federated Cooperative Marketing System
Published Date
Feb 1, 2014
Volume
17
Issue
1
Pages
95 - 126
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