Value co-creation and appropriation of platform-based alliances in cooperative advertising
Year of publication: |
2021
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Authors: | Zhang, Lu ; Chen, Feng-Wen ; Xia, Sen-Mao ; Cao, Dong-Mei ; Ye, Zhen ; Shen, Cheng-Ran ; Maas, Gideon ; Li, Yi-Meng |
Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 96.2021, p. 213-225
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Subject: | Cooperative advertising | Coopetition | Platform-based Alliance | Power asymmetry | Value appropriation | Value co-creation | Betriebliche Wertschöpfung | Value creation | Unternehmenskooperation | Inter-firm cooperation | Strategische Allianz | Strategic alliance | Koopetition | Kundenintegration | Customer integration | Werbung | Advertising |
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