1. The terminology varies between writers. Some keep joint ventures separate from strategic alliances, arguing that the...

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1. The terminology varies between writers. Some keep joint ventures separate from strategic alliances, arguing that the latter do not involve equity investments but are simple collaborations.

From a marketing perspective, however, joint ventures and strategic alliances pose similar problems.

See Contractor and Lorange, 1988; and Varadarajan and Cunningham, 1995.

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ISBN: 9780073381015

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Authors: Johny K Johansson

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Question Posted: Oct 29, 2024 07:00 AM

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