Friends or foes?

May 2007
Marketing Management;May/Jun2007, Vol. 16 Issue 3, p5
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.


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