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International interfirm marketing collaborations have become increasingly important in the competitive marketplace. Unfortunately, many are unsuccessful in achieving the desired objectives for one or both parties because of factors both internal and external. This work attempts to improve understanding of firms’ governance decision making and draw disparate literature streams together by introducing...
Agency theory is used to explain many firm marketing activities. However, its assumptions are founded in characteristics of North American actors, particularly in the United States. As such, it is not surprising that work employing agency theory in other national contexts often fails to find support. Taking a comparative institutional approach, this article theorizes how the human assumptions and...
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