This paper develops a quantitative model for the entry mode choice of small and medium sized enterprises. Based on this model, we deduce several qualitative and quantitative propositions for decision makers, both in the companies concerned and in economic policy. In addition, we contrast our...

This paper presents current theoretical and empirical findings on consumers� preference change in cobranding. We develop a conceptual model to illustrate attitudinal changes in co-branding based on the findings of previous research. We argue that attitude change is influenced by three...

This paper provides a normative guideline regarding the successful formation of co-branding alliances for both academic researchers and practitioners. We use the expectancy-value model to quantify the mechanism of belief revision in co-branding. Starting from this, an existing mathematical model...

This paper presents current theoretical and empirical findings on consumers’ preference change in co-branding. We develop a conceptual model to illustrate consumers’ attitudinal changes in co-branding based on the findings of Park et al. (1996) and Simonin and Ruth (1998), among others. We...

The necessity of continuously improving managerial planning processes to support cost reduction ambitions is a constant topic in dynamic business environments. Against this background we explore the importance of collaboration in strategic planning processes. Starting from the relevant...