Collaboration and Partnership
Innovation, Internationalization, Value Chain Position, And Export Orientation In The Petroleum
We study possible drivers for export orientation in the petroleum maritime subsea industry in the Hordaland region of Western Norway. Consistent with previous research, survey data reveal that Read More »
Author: Jarle Aarstad, Inger Beate Pettersen, Stig-Erik Jakobsen
Contributor: eb™ Research Team
Riding Coattails: When Co-branding Helps Versus Hurts Less-known Brands
New brands often partner with established brands to leverage existing associations. Conventional wisdom holds that such partnerships disproportionately benefit the less-known (Aaker and Keller 1990; Read More »
Author: Marcus Cunha Jr., Mark R. Forehand, Justin W. Angle
Contributor: eb™ Research Team
PRM Index: An Innovative Tool For Measuring Partner Relational Aspects In Indian Automobile Sector
This research work aims at developing a valid and authentic partner relationship management (PRM) index specific to Indian automobile industry. Review of existing literature reveals that majority of Read More »
Idol Worship: How Does It InfluenceFan Consumers’ Brand Loyalty?
The brand loyalty of fan consumers can be influenced by idol worship if certain celebrity figures are linked with a brand. Collaborating with idols is an effective marketing strategy that many Read More »
Author: Libin Chen
Contributor: Guanhong Chen, Shuxu Ma, Shuo Wang eb™ Research Team
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On Social Marketing And Social Change : Co-creating Relationships, Partnerships And Networks
In acknowledging the collective aspect to social change, social marketing recognises no one organisation has the capacity and resources to understand and respond to socially complex or wicked Read More »
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