기업성과 제고를 위한 전략적 마케팅 제휴 : 다양한 사례를 중심으로 A Mulitiple Case Approach and Implications = Organizing Successful Co-Marketing Alliances

다국어 초록 (Multilingual Abstract)

Recently, the theory of strategic alliance with compete firms has got spotlight for survival. Especially, the inter-firm marketing alliance has being spread out all parts in Marketing such as co-production, co-logistics breaking through the first stage of co-technologic use. In Small-Medium business firm, and unthinkable and wide alliance is welcome on an event, brand show and brand development as well as co-purchasing and logistics. It is imagined that co-marketing alliances gives a good chance for firms to get strategic advantage.
In spite of that the co-marketing alliances gives a potential contribution on each partners, sometimes it faces a seriously managerial challenges. There is also a probability of complication to compete directly between partners in other parts except cooperative relation.
The purpose of this study is to explain what is inter-firm marketing alliance and deal with how marketing alliance strategy will be effective. For this study, it is previewed the literatures and the case studies related marketing alliance strategies. In the case studies, a variety of marketing alliance strategies were studied by alliance types.

For a successful marketing alliance strategy, the suggestions are as follows;
Firstly, to avoid a marketing plan which is not clear and plain.
Secondly, to avoid excessive self-expression and counterpart expection.
Thirdly, to avoid mistrust and fraud between partners.
Fourthly, to avoid the indifference of the management.
Finally, partners should show their intentions of a long-term commitment to put capital or other resources into the alliance.

목차 (Table of Contents)

• 1. 문제제기 및 연구의 목적
• 2. 전략적 마케팅 제후에 관한 문헌검토
• 2.1 전략적 마케팅 제휴의 개념
• 2.2 마케팅 제휴전략의 촉진요인과 이점
• 2.3 전략적 마케팅 제휴전략의 실천사례
• 3. 전략적 마케팅 제휴의 성공을 위한 제언과 시사점
• 3.1 마케팅 제휴전략의 성공결정요인에 관한 문헌연구
• 3.2 마케팅 제휴전략의 성공을 위한 제언과 기업에의 시사점
• 4. 요약 및 결론
• <참고문헌>