Lee, Hyunchul; Kim, Dukyong; Seo, Minkyo - In: Journal of Business Research 66 (2013) 12, pp. 2492-2499
marketing alliances produce significant positive abnormal returns, which reflect an increase in firm value, around the … announcement date. This suggests that firm managers need to seek for various marketing alliances not only for an effective … inverse relationship with firm's size and growth opportunity. In particular, marketing alliances with firms based in G7 …