PropertyValue
?:abstract
  • RECOGNIZING the increasing customer need to improve linkages across different computer systems, IBM Corporation and Apple Computer announced a strategic alliance in July 1991 to share previously proprietary technologies (Bertrand 1992). By this move IBM expands its influence into certain classes of personal computers, which it would be unlikely to achieve through internal development, and Apple Computer obtains improved connectivity to mainstream corporate computing. Though considerably larger than most, this partnership is a fascinating example of what might be termed "complementary product" or "co-marketing" alliances. Co-marketing alliances are a form of working partnership, defined by Anderson and Narus (1990) as the ". .. mutual recognition and understanding that the success of each firm depends in part on the other ()
?:appearsInJournal
?:citationCount
  • 786 ()
is ?:cites of
?:cites
?:created
  • 2016-06-24 ()
?:creator
?:doi
  • 10.2307/1252025 ()
?:endingPage
  • 46 ()
?:estimatedCitationCount
  • 1272 ()
is ?:hasCitedEntity of
?:hasDiscipline
?:hasURL
?:issueIdentifier
  • 2 ()
?:language
  • es ()
?:publicationDate
  • 1993-04-01 ()
?:publisher
  • American Marketing Association ()
?:rank
  • 18699 ()
?:referenceCount
  • 26 ()
?:startingPage
  • 32 ()
?:title
  • Organizing successful co-marketing alliances ()
?:type
?:volume
  • 57 ()

Metadata

Anon_0  
expand all