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Comarketing Alliances: Should You Contract on Actions or Outcomes? - MaRDI portal

Comarketing Alliances: Should You Contract on Actions or Outcomes?

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Publication:3005712

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DOI10.1287/MNSC.1100.1297zbMath1214.90071OpenAlexW2100960767MaRDI QIDQ3005712

Ramarao Desiraju, Pavan Rao Chennamaneni

Publication date: 9 June 2011

Published in: Management Science (Search for Journal in Brave)

Full work available at URL: https://doi.org/10.1287/mnsc.1100.1297

zbMATH Keywords

information asymmetry comarketing alliances input versus output monitoring marketing externality

Mathematics Subject Classification ID

Marketing, advertising (90B60)

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