Failed synergy from brand alliance : what Volvo learned in China?
Xinyu Guo, Yan Meng and Jie Xiong
| Year of publication: |
2022
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|---|---|
| Authors: | Guo, Xinyu ; Meng, Yan ; Xiong, Jie |
| Published in: |
The journal of business strategy. - Bradford : Emerald Group Publ., ISSN 2052-1197, ZDB-ID 2068174-4. - Vol. 43.2022, 4, p. 257-266
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| Subject: | Brand alliance | China | Heavy machinery industry | International branding strategy | Synergy | Volvo | Markenführung | Brand management | Kfz-Industrie | Automotive industry | Maschinenbau | Machinery industry | Synergie | Strategische Allianz | Strategic alliance | Unternehmenskooperation | Inter-firm cooperation |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JBS-02-2021-0034 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013392241