TITLE

Friends or foes?

PUB. DATE
May 2007
SOURCE
Marketing Management;May/Jun2007, Vol. 16 Issue 3, p5
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article discusses research about marketing strategy that was originally published in the "Journal of Marketing Research." An article called "Working with Rivals: The Impact of Competitor Alliances on Financial Performances" says that firms can form alliances with rivals to accomplish both competitive and cooperative goals and boost profits to their mutual benefit. While competitor alliances can have financial benefits, they can also leave firms vulnerable to opportunistic exploitation that can be damaging in the long run.
ACCESSION #
26224802

 

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