Chennamaneni, Pavan Rao; Desiraju, Ramarao - In: Management Science 57 (2011) 4, pp. 752-762
Comarketing alliances often involve multiple partners, and a given partner's marketing efforts on behalf of the alliance can indirectly affect the demand of the other partners. Individual partners, however, can ignore the effects of such an externality and invest suboptimally to the detriment of...
