| 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 | en |
| ISSN | 1540-1200 |
| 期刊性質 | 國外 |
| 收錄於 | |
| 產學合作 | |
| 通訊作者 | |
| 審稿制度 | |
| 國別 | USA |
| 公開徵稿 | |
| 出版型式 | 紙本 |
| 相關連結 |
機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/55660 ) |
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