Using brand equity to counter outsourcing opportunism : a game theoretic approach
Year of publication: |
2009
|
---|---|
Authors: | Lim, Wei Shi ; Soo, Jiuan Tan |
Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 20.2009, 4, p. 369-383
|
Subject: | Outsourcing | Markteintritt | Market entry | Markenführung | Brand management | Spieltheorie | Game theory | USA | United States |
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