Value co-creation and appropriation of platform-based alliances in cooperative advertising
Published 2021 View Full Article
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Title
Value co-creation and appropriation of platform-based alliances in cooperative advertising
Authors
Keywords
Platform-based Alliance, Coopetition, Value co-creation, Value appropriation, Cooperative advertising, Power asymmetry
Journal
INDUSTRIAL MARKETING MANAGEMENT
Volume 96, Issue -, Pages 213-225
Publisher
Elsevier BV
Online
2021-06-08
DOI
10.1016/j.indmarman.2021.06.001
References
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