Strategic Fit in Industrial Alliances: An Empirical Test of Governance Value Analysis
نویسندگان
چکیده
Journal of Marketing Research Vol. XLII (August 2005), 346–357 *Mrinal Ghosh is Assistant Professor of Marketing, Ross School of Business, University of Michigan (e-mail: [email protected]). George John is Pillsbury-Gerot Chair in Marketing, Carlson School of Management, University of Minnesota (e-mail: [email protected]). The authors thank Desmond Ho Fu Lo for his valuable research assistance and the three anonymous JMR reviewers and Wagner Kamakura for their insights and comments. MRINAL GHOSH and GEORGE JOHN*
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