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Kesi Widjajanti
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The collaboration between small and medium enterprises (SMEs) and large enterprises (LEs) have been widely researched. Previous research on collaborative marketing strategy has been developed, but the contribution of these strategies for SMEs is still unclear. This research focuses on “marketing collaboration”to clarify the role of collaboration, based on the discussion of the findings that emerged from the qualitative study of SMEs. This is related to the characteristics of creative industries which mostly consist of ...
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Management Research Center (MRC) Department of Management, Faculty of Economics, University of Indonesia and Philip Kotler Center, 2015
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Artikel Jurnal Universitas Indonesia Library
