Co-Marketing Capability and its Impact on Marketing Allinace Performance
Journal
AMA Educators Proceedings
ISSN
1054-0806
ISBN
978-1-61738-427-1
Type
conference paper
Date Issued
2010-02-20
Author(s)
Editor(s)
Brady, M.K.
Abstract
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.
Language
English
Keywords
Co-Marketing Capability. Marketing Alliance
Marketing Strategy
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Marketing Theory and Applications
Publisher
American Marketing Association
Publisher place
Chicago
Volume
Volume 21
Start page
350
End page
351
Event Title
AMA Winter Educators Conference 2010
Event Location
New Orleans
Event Date
19.-22.02.2010
Subject(s)
Division(s)
Eprints ID
56898
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Extended Abstract - Co-Marketing Capability and its Impact on Marketing Allinace Performance.pdf
Size
14.74 KB
Format
Adobe PDF
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