教師資料查詢 | 類別: 期刊論文 | 教師: 張瑋倫 Chang Wei-lun (瀏覽個人網頁)

標題:A Taxonomy Model for a Strategic Co-Branding Position
學年99
學期1
出版(發表)日期2010/09/01
作品名稱A Taxonomy Model for a Strategic Co-Branding Position
作品名稱(其他語言)
著者Chang, Wei-lun
單位淡江大學企業管理學系
出版者American Academy of Business, Cambridge
著錄名稱、卷期、頁數The Journal of American Academy of Business, Cambridge(JAABC) 16(1), pp.165-170
摘要In the competitive and shifting business environment, creating non-replaceable value and strengthening core competences are critical. M&A is the best strategy for survival because of one rule: the big ones get bigger. This study investigates the effects of co-branding strategies and strategic alliances in order to propose a co-branding taxonomy. It analyzes co-branding from four dimensions and two perspectives: The perspectives are the management and brand perspectives, and the dimensions are goals, reasons for M&A, brand image, market segmentation, financial reports, and reasons for successful/failure. Hence, this research furnishes a roadmap and guideline for future co-branding strategies and provides clues for managers in decision-making related to brand alliances
關鍵字
語言英文
ISSN1540-1200
期刊性質國外
收錄於
產學合作
通訊作者
審稿制度
國別美國
公開徵稿
出版型式紙本
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