Dennis Herhausen
Thumbnail Image
Title
Prof. Dr.
Last Name
Herhausen
First name
Dennis
Email
dennis.herhausen@unisg.ch
LinkedIn

Filters

1 1
1 1
2
Reset filters

Settings
Now showing 1 - 2 of 2
  • Publication
    Developing the Market Together : Scale Development and Performance Implications of Co-Marketing Capability
    (American Marketing Association, 2011-08-05)
    Schögel, Marcus
    ;
    Herhausen, Dennis
    ;
    Schmitz, Christian
    ;
    Noble, S.
    The ability to successfully manage interfirm alliances is acknowledged as a sustainable source of competitive advantage. However, alliances pose significant management challenges because the danger of serious conflict and opportunism is always present. Thus an integrated understanding of which capabilities allow firms to successfully manage co-marketing alliances is necessary. We address this gap and conceptualize co-marketing capability, develop a new scale for its measurement, and explore its relationship to alliance performance. Drawing on in-depth interviews with marketing alliance managers and a survey of 287 chief marketing officers, we empirically show that co-marketing capability substantially contribute to marketing alliance success
    Type: conference paper
    Journal: AMA Educators Proceedings
    Volume: Volume 22
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/93744
  • Publication
    Co-Marketing Capability and its Impact on Marketing Allinace Performance
    (American Marketing Association, 2010-02-20)
    Schögel, Marcus
    ;
    Herhausen, Dennis
    ;
    Brady, M.K.
    The aim of this paper is to conceptualize co-marketing capability (CMC) and to explore its relationship to marketing alliance performance. Drawing on a literature review, in-depth interviews with marketing alliance managers and consulting experience concerning co-marketing alliances, we established a multidimensional model of CMC. Using data from 287 chief marketing officers, we empirically show that the identified CMC is an important source of competitive advantage in terms of marketing alliance success. Further, we were able to identify two important moderators of this relationship, the age of the co-marketing alliance and the complexity of tasks within the alliance.
    Type: conference paper
    Journal: AMA Educators Proceedings
    Volume: Volume 21
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/96791