Bucklin, Louis P; Sengupta, Sanjit.
     Organizing successful co-marketing alliances.
   Journal of Marketing v57, n2 (Apr 1993):32-46.
     Pub type:  Studies; Experimental.
     Type D 3 TEXT to see article text.

Abstract: A study using data from 98 alliances shows that gains in
     effectiveness can be obtained by reducing power and managerial imbalances.