Strategic coopetition of global brands: a game theory approach to 'Nike + iPod Sport Kit' co-branding
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- Rodrigues, Flávio & Souza, Victória & Leitão, João, 2009. "Strategic Coopetition of Global Brands: A Game Theory Approach to ‘Nike + iPod Sport Kit’ Co-branding," MPRA Paper 16146, University Library of Munich, Germany.
References listed on IDEAS
- Abratt, Russell & Motlana, Patience, 2002. "Managing co-branding strategies: Global brands into local markets," Business Horizons, Elsevier, vol. 45(5), pages 43-50.
- Craig, C. Samuel & Douglas, Susan P., 2000. "Building global brands in the 21st century," Japan and the World Economy, Elsevier, vol. 12(3), pages 273-283, September.
- Nakayama, Mikio, 1980. "Nash Equilibria and Pareto Optimal Income Redistribution," Econometrica, Econometric Society, vol. 48(5), pages 1257-1263, July.
- Jan-Benedict E M Steenkamp & Rajeev Batra & Dana L Alden, 2003. "How perceived brand globalness creates brand value," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 34(1), pages 53-65, January.
CitationsCitations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
- Thierry Warin & Nathalie De Marcellis-Warin & William Sanger & Bertrand Nembot & Venus Hosseinali Mirza, 2015.
"Corporate reputation and social media: a game theory approach,"
International Journal of Economics and Business Research,
Inderscience Enterprises Ltd, vol. 9(1), pages 1-22.
- Thierry Warin & Nathalie de Marcellis-Warin & William Sanger & Bertrand Nembot & Venus Hosseinali Mirza, 2013. "Corporate Reputation and Social Media: A Game Theory Approach," CIRANO Working Papers 2013s-18, CIRANO.
- repec:spr:rvmgts:v:12:y:2018:i:2:d:10.1007_s11846-017-0266-8 is not listed on IDEAS
More about this item
Keywordsco-branding; coopetition; global brands; brand value growth; game theory; branding; brand image; brand reputation; brand credibility; Apple; Nike.;
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
- O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
- M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
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