We explore how a firm’s knowledge structure characteristics and market identity—as reflected in its position in the industry value chain and market status—influence knowledge-based alliance (KBA) formation. We propose that a firm’s propensity to form KBAs is affected by the congruence...

Marketing is changing over time, giving value not only to customer satisfaction but also to environmental heritage, for a sustainable economy. The importance of the natural environment related to marketing brought many academics and professionals to define green marketing, although today there...