Brand value in horizontal alliances: the case of twin-cars - Esteban-Bravo, M; Lado, N (The Journal of the Operational Research Society, 2011)
Keywords: Alliances; Applied sciences; Automobile industry; automobile market; Automobiles; Brand equity; Brand names; brand value; Brands; Business and Management; Case-oriented Paper; Case-oriented Papers; Compact cars; Competition; Consumers; Discounts; Economic value; Economies of scale; Exact sciences and technology; Firm modelling; Management; Market positioning; Market prices; Market segments; Market strategy; Marketing; Operational research and scientific management; Operational research. Management science; Operations research; Operations Research/Decision Theory; price premia; Price premiums; Product differentiation; Product life cycle; Product reviews; R&D; Research & development; Revenue; revenue premia; Studies; Spain; price premia; automobile market; marketing; revenue premia; brand value; Motor car; Profitability; Economic value; Firm development; Financial incentives; Trademark; Research and development; Marketing; Life cycle; Sales; Secondary effect; Mixed strategy; Profit; Reputation; Added value; Firm cooperation; Firm; Firm strategy