Developing the Market Together : Scale Development and Performance Implications of Co-Marketing Capability
Journal
AMA Educators Proceedings
ISSN
1054-0806
ISBN
978-1-61839-652-5
Type
conference paper
Date Issued
2011-08-05
Author(s)
Editor(s)
Noble, S.
Abstract
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
Language
English
Keywords
Co-Marketing Capability
Marketing Alliance
Marketing Strategy
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Delivering Value in Turbulent Times
Publisher
American Marketing Association
Publisher place
New York
Volume
Volume 22
Start page
73
End page
74
Event Title
American Marketing Association Summer Educators' Conference 2011
Event Location
San Francisco, USA
Event Date
05.-07.08.2011
Subject(s)
Division(s)
Eprints ID
104632