General alliance experience, uncertainty, and marketing alliance governance mode choice

Journal of the Academy of Marketing Science

Volumn 38, Issue 2, 2010, Pages 141-158

  Li, Ning ^a   Boulding, William ^b   Staelin, Richard ^b  

^a GEORGE MASON UNIVERSITY   (United States)

^b DUKE UNIVERSITY   (United States)

Author keywords

Alliance experience; Alliance governance mode; Knowledge based view; Real options theory; Transaction cost economics

Indexed keywords

EID: 79952399963     PISSN: 00920703     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11747-009-0154-0     Document Type: Article

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