Midstream value creation in social marketing
نویسندگان
چکیده
منابع مشابه
Marketing Alliances , Firm Networks , and Firm Value Creation
Prior research has found that the announcement of marketing alliances tends to produce no effect on firm value creation in a high-tech context. This article reexamines this issue and investigates whether the characteristics of a firm’s network of alliances affect the firm value created from the announcement of a new marketing alliance. The authors investigate whether network centrality, network...
متن کامل& Christine Moorman Marketing Alliances , Firm Networks , and Firm Value Creation
Prior research has found that the announcement of marketing alliances tends to produce no effect on firm value creation in a high-tech context. This article reexamines this issue and investigates whether the characteristics of a firm’s network of alliances affect the firm value created from the announcement of a new marketing alliance. The authors investigate whether network centrality, network...
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ژورنال
عنوان ژورنال: Journal of Marketing Management
سال: 2016
ISSN: 0267-257X,1472-1376
DOI: 10.1080/0267257x.2016.1190777