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The impact of organizational context on marketing knowledge acquisition in IJVs
Evangelista, Felicitas; Le, Nguyen Hau - University of Western Sydney; Ho Chi Minh City …; … - 2007
This paper focuses on the effects of organizational context on the acquisition of tacit and explicit marketing know … have different effects on the acquisition of tacit and explicit marketing know-how from foreign partners in an IJV. The … effects of acquired marketing know-how on marketing outcomes. …
Persistent link: https://www.econbiz.de/10009482016
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Cross-promotion as tactical alliance: Theory and implementation.
Basuroy, Suman. - University of Pittsburgh
The growth of promotional wars among brands in the 1980s, combined with the fact that promotions are mostly used by the current buyers of the brand which cannibalizes regular sales, has resulted in several innovative promotional tactics that look at brand competition in a broad strategic...
Persistent link: https://www.econbiz.de/10009431634