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A Market-Based Approach for Partner Selection in Marketing Alliances

dc.contributor.authorDev, Chekitan
dc.contributor.authorKlein, Saul
dc.contributor.authorFisher, Reed A.
dc.date.accessioned2020-09-12T21:11:47Z
dc.date.available2020-09-12T21:11:47Z
dc.date.issued2002-05-01
dc.identifier.other10218820
dc.identifier.urihttps://hdl.handle.net/1813/72326
dc.description.abstractThe 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.
dc.language.isoen_US
dc.rightsRequired 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.
dc.subjecttravel industry
dc.subjecttourism
dc.subjectmarketing
dc.subjectpartnerships
dc.subjectalliances
dc.subjectefficiency
dc.subjectcapitalization
dc.titleA Market-Based Approach for Partner Selection in Marketing Alliances
dc.typearticle
dc.relation.doihttps://doi.org/10.1177/004728759603500103
dc.description.legacydownloadsDev81_A_market_based_approach.pdf: 115 downloads, before Aug. 1, 2020.
local.authorAffiliationDev, Chekitan: csd5@cornell.edu Cornell University
local.authorAffiliationKlein, Saul: National University of Singapore
local.authorAffiliationFisher, Reed A.: Cornell University


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