Operational process stages of brand alliances: A case study from the reinforcing bar and the constru...
Operational process stages of brand alliances: A case study from the reinforcing bar and the construction industries
About this item
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Author / Creator
Journal title
Language
English
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Scope and Contents
Contents
Purpose - The purpose of this research is to investigate how companies in the reinforcing bar industry and the construction industry operate and implement brand alliances. Design/methodology/approach - This research uses a qualitative interview survey and the grounded theory method to extract key factors of brand alliance development and management...
Alternative Titles
Full title
Operational process stages of brand alliances: A case study from the reinforcing bar and the construction industries
Authors, Artists and Contributors
Author / Creator
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Primary Identifiers
Record Identifier
TN_cdi_swepub_primary_oai_DiVA_org_hj_28146
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_swepub_primary_oai_DiVA_org_hj_28146
Other Identifiers
ISSN
0955-534X,1758-7107
DOI
10.1108/EBR-04-2014-0038
