A framework for understanding new product alliance success

Journal of Marketing Theory and Practice

Volumn 19, Issue 1, 2011, Pages 7-26

  Carlson, Brad D ^a   Frankwick, Gary L ^b   Cumiskey, Kevin J ^c  

^a SAINT LOUIS UNIVERSITY   (United States)

^b OKLAHOMA STATE UNIVERSITY   (United States)

^c EASTERN KENTUCKY UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 79551604662     PISSN: 10696679     EISSN: None     Source Type: Journal    
DOI: 10.2753/MTP1069-6679190101     Document Type: Article

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