Utilize este identificador para referenciar este registo: https://recil.grupolusofona.pt/handle/10437/2528
Título: SME’s Alliance Dynamics in the Mobile Marketing Industry
Autores: Hannibal, Martin
Rasmussen, Erik S.
Palavras-chave: MARKETING INTERATIVO
COMÉRCIO ELETRÓNICO
Data: 2009
Editora: Edições Universitárias Lusófonas
Resumo: This paper presents a case study of the two similar sized, new, technology-based firms acting as alliance partners in the Mobile commerce industry. The analysis describes how the alliance dynamics in our case study relate to seminal research in the field of business alliance formation. Contrary to the established predictions we find that the negative influence on alliance performance described as a consequence of the dissolved routinized alliance pattern by seminal authors is not present. At the same time, the case study shows that internalization of complementary assets does not by necessity result in dissolution of the business alliance as argued from a resource and competence based perspective.
URI: http://hdl.handle.net/10437/2528
ISSN: 1647-1989
Aparece nas colecções:IBER : International Business and Economics Review : Revista Internacional de Gestão e Comunicação, nº 1 (2009)

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