ABSTRACT
This chapter shows how alliancing is implemented in two different nations. A total of 12 case studies in alliancing adopted in the UK and Australia are selected for demonstration purposes.
Development of a pan-European co-marketing alliance – A case study of British Petroleum (BP)-Mobil (Extracted from Robson and Dunk, 1999) (permission has been obtained for both print and online use from RightsLink Copyright Clearance Centre).
