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Erfolgswirkungen von Markenallianzen

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Springer Nature
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N/A
Part Number
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GTIN
9783834965479
Condition
New
Product Description

Immer mehr Unternehmen entscheiden sich fr eine Markenallianz und suchen eine passende Partner-Marke zur Einfhrung einer neuen Leistung. Trotz vieler Vorteile bergen Markenallianzen auch gewisse Risiken fr die beteiligten Unternehmen. Johannes Vogel zeigt neue Mglichkeiten auf, um eine Markenallianz zu einem vollen Erfolg zu machen. Mit Hilfe einer umfassenden theoretischen und empirischen Analyse liefert er einen wesentlichen Beitrag zur Erklrung der Erfolgswirkungen von Markenallianzen und leitet auf Basis der Ergebnisse fundierte Implikationen fr das Management ab.

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