The DOI matches its Crossref record; 3 of the 3 references it cites were found in a registry or an index.
Organizing Successful Co-Marketing Alliances
Abstract
Co-marketing alliances between firms afford fresh opportunity for strategic advantage. Data from 98 alliances show that gains in effectiveness can be obtained by reducing power and managerial imbalances. Careful project selection and better matching of potential partners also help to enhance alliance effectiveness.
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Citations
Cites
A Paradigm for Developing Better Measures of Marketing Constructs
Churchill, G. A. (1979) · Journal of Marketing Research · doi:10.1177/002224377901600110 · Cited by 16,549
Developing buyer-seller relationships
Dwyer, F. R., Schurr, P. H., & Oh, S. (1987) · Journal of Marketing · doi:10.1177/002224298705100202 · Cited by 9,139
The use of pledges to build and sustain commitment in distribution channels
Anderson, E., & Weitz, B. (1992) · Journal of Marketing Research · doi:10.1177/002224379202900103 · Cited by 3,431
Cited by
The commitment-trust theory of relationship marketing
Morgan, R. M., & Hunt, S. D. (1994) · Journal of Marketing · doi:10.1177/002224299405800302 · Cited by 22,355
Rauch, A., Wiklund, J., Lumpkin, G. T., & Frese, M. (2009) · Entrepreneurship Theory and Practice · doi:10.1111/j.1540-6520.2009.00308.x · Cited by 3,550
Cross-Sectional versus longitudinal survey research: concepts, findings, and guidelines
Rindfleisch, A., Malter, A. J., Ganesan, S., & Moorman, C. (2008) · Journal of Marketing Research · doi:10.1509/jmkr.45.3.261 · Cited by 1,305
Song, M., Droge, C., Hanvanich, S., & Calantone, R. (2005) · Strategic Management Journal · doi:10.1002/smj.450 · Cited by 844
Cooperation and competition in relationships between competitors in business networks
Bengtsson, M., & Kock, S. (1999) · Journal of Business & Industrial Marketing · doi:10.1108/08858629910272184 · Cited by 695
Metadata
- Authors
- Bucklin, L. P., & Sengupta, S.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 1993-04
- Volume
- 57
- Issue
- 2
- Pages
- 32-46
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W1999886039
- Cited by
- 991
- References
- 3
- FWCI
- 76.17
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
