Shared marketing programs and the performance of different business strategies
By: Robert W. Ruekert and Orville C. Walker, Jr
Contributors: Walker, Orville C; Marketing Science Institute
Series: Report / Marketing Science Institute : -- no. 90-100; Report (Marketing Science Institute) -- no. 91-100
Publisher: Marketing Science Institute
Published: 1991
Place of publication: Cambridge, Mass
Language: eng
Number of pages: 366
Subjects: Marketing -- Management -- Research; Product management
Notes: "January 1991."

"Special report."

"This study uses a sample of businesses from the PIMS database to test the hypothesis that the sharing of resources increases return on investment (ROI) for defender buinesses and reduces the growth of prospector businesses"--p. [i]

Includes bibliographical references (p. 364-366)