Collaborative marketing: Embracing collectivist cultures in marketing to create co-owned strategies

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Knowledge sharing is critical to the success for B2B firms looking to gain competitive advantage through greater levels of customer focus. 10; 10;

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2022), "Collaborative marketing: Embracing collectivist cultures in marketing to create co-owned strategies", Strategic Direction, Vol. 38 No. 1, pp. 22-23. https://doi.org/10.1108/SD-11-2021-0144