Marketing strategy: Alliances, partnerships

 

The US market is becoming increasingly multicultural, and as affluence grows among minority groups, more and more companies are interested in building their market share among these communities. This ...

Gavan Stewart, founder of Touchdown Brand Affinity Marketing, reckons that tying your brand to a celebrity for endorsement, sponsorship or other partnership is a dangerous strategy. He argues that a m ...

A research study was conducted to explore how joint branding affects consumer perceptions. Employing Young & Rubicam's BrandAsset Valuator model and research tool, the study evaluated the joint brandi ...

Xavier Quattrocchi-Oubradous, CEO of SponsorClick and Malastra Innovative Marketing, argues that measuring sponsorship marketing requires special tools and methodologies custom designed for the advert ...

Convergennation refers to the “cross-roads” where convergence and business innovation meet to spark new opportunities and create competitive advantage resulting from combinations of tangible and intan ...

This paper describes how Verizon (a long-distance telephone service in the USA) built its credibility and business in the Mexican-American community via a partnership with SRE (part of the Mexican Gov ...

The purpose of this paper is to analyse the mergers and acquisitions that have taken place in the Indian pharmaceutical industry, and develop a framework, which would provide directions for a successf ...

`Constellation brands' (where leading service brands form alliances to deliver benefits to their customers, such as airmiles or discount points, etc.) are becoming increasingly significant. Describes ...

This paper addresses the eBusiness marketplace in Asia Pacific in the latter half of 2000, with a focus on long-term return on equity models. The dot.com hype through April of this year was a distract ...

The paper investigates the influence of national or sub-national culture and company size on inter-firm cooperation amongst cluster-based firms, with specific reference to the salmon-farming industry. ...

Proposes a new framework for the marketing planning process that is better adjusted to the modern operational environment than the alternatives, and puts particular emphasis on the exploitation of col ...

Narratives, structured questionnaires and perceptual mapping, all within an overall case-based approach, were used to examine the nature of collaborative business relationships. The findings suggest t ...

The paper aims to show how networking contributes to marketing, in particular in small firms. Previous networking research is reviewed, and it is noted that though a conceptual framework of small firm ...

The authors used a field investigation to study, over time, the evolution of three industrial buyer-seller relationships in mature industrial markets. The relationships were characterised by some init ...

Increasing globalisation makes building successful cross-cultural business to business partnerships increasingly important. Trust in such relationships is key, but little is known about its formation. ...

The authors suggest that a firm’s ability to show flexibility towards a (downstream) customer under uncertain market conditions depends on the governance mechanisms that have been deployed in an (upst ...

The paper examines the implications of interfirm cooperation for a firm’s level of customer orientation. Drawing on research in marketing, organisational theory and economics, the authors suggest that ...

The paper presents the case for the adoption of a realist perspective to strategic alliance research, by comparison with the more commonly adopted extremes of positivism or grounded theory. It outline ...

The paper describes the processes and strengths of convergent interviewing to investigate under-researcher areas and compares it with alternative qualitative techniques such as in-depth interviews, ca ...

E-relationships have developed as spin-off from e-business and have facilitated close partnerships to add unique and complex electronic components to business relationships. The emergence of such rela ...

Suggests that a business mindset needs to be developed which takes into account the importance of strategic marketing, the necessity for relationship marketing, and the interactivity offered by techno ...

Given that little is known about how channel members react to violations of explicit contracts, the authors develop and explore an integrative conceptual framework that focuses on the severity of the ...

Individual customer profitability is important in distinguishing more profitable from less profitable customers, and also in developing estimates of customers’ lifetime values. The position is particu ...

The authors examine the acquisition and utilisation of information in new-product alliances. Social network theory is used, and it is suggested, inter alia, that horizontal alliances have lower levels ...

Explores aspects of developing relationships between collaborative business organisations. In particular, looks at how such organisations divide the growing pie (the benefits of collaboration). The au ...

In all marketing channel relationships, one of the parties will eventually engage in an action that another channel member considers potentially destructive for the relationship. The authors classify ...

One means of increasing value in the buyer-supplier relationship is to reduce costs in commercial exchange. The authors develop a model to explain how supplier behaviour affects the customer firm’s di ...

The authors examine the growing and persuasive phenomenon of brand alliances as they affect consumers' brand attitudes. The effects of highly familiar brands (ie automobile brands) in collaboration w ...