A Market-Based Approach for Partner Selection in Marketing Alliances
Dev, Chekitan; Klein, Saul; Fisher, Reed A.
The travel and tourism industry has witnessed the formation of a number of marketing alliances in the recent past and these are expected to continue. A critical concern is how should one select a marketing partner. This article provides a starting point for answering this question with a market-driven approach based on customer usage complementarity.
travel industry; tourism; marketing; partnerships; alliances; efficiency; capitalization
Required Publisher Statement: © SAGE. Final version published as: Dev, C. S., Klein, S., & Fisher, R. A. (1996). A market-based approach for partner selection in marketing alliances. Journal of Travel Research, 35(1), 11-17. Reprinted with permission. All rights reserved.