Organizing Successful Co-Marketing Alliances
研究了98个联合营销联盟的数据，发现减少权力和管理失衡、谨慎选择项目及匹配潜在伙伴能提升联盟效果，对营销和战略管理者有参考价值。
Co-marketing alliances between firms afford fresh opportunity for strategic advantage. Data from 98 alliances show that gains in effectiveness can be obtained by reducing power and managerial imbalances. Careful project selection and better matching of potential partners also help to enhance alliance effectiveness.