Kude, Thomas; Dibbern, Jens; Arndt, Jens-Magnus; … - 2009
partnership arrangement,
spoke organizations may benefit from the sophisticated marketing and distribution capabilities
of large … providers (Rao & Klein, 1994). The scope of the hub organization’s marketing
support may range from a simple communication of … specific
example of external marketing support that has been discussed in the literature is the
international market entry of …