A framework for understanding new product alliance success
Year of publication: |
2011
|
---|---|
Authors: | Carlson, Brad D. ; Frankwick, Gary L. ; Cumiskey, Kevin J. |
Published in: |
Journal of marketing theory and practice. - Statesboro, GA : Assoc., ISSN 1069-6679, ZDB-ID 2034622-0. - Vol. 19.2011, 1, p. 7-25
|
Subject: | Produktentwicklung | New product development | Strategische Allianz | Strategic alliance | Wettbewerbsvorteil | Competitive advantage | Erfolgsfaktor | Success factor | Dynamische Kompetenzen | Dynamic capabilities | Marketingmanagement | Marketing management | Messung | Measurement |
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