An investigation of the antecedents to cooperative marketing strategy implementation

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An investigation of the antecedents to cooperative marketing strategy implementation

Firms make decisions about the most favourable strategy to implement, given that they face a set of environmental conditions. Interorganisational arrangements (IOAs) are a single strategic response that can potentially contribute to continuing and considerable performance outcomes, although it is re...

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Bibliographic Details
Main Authors:	Dickinson, Sonia, Ramaseshan, Balasubramanian
Format:	Journal Article
Published:	Taylor and Francis 2004
Online Access:	http://hdl.handle.net/20.500.11937/31797

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