The travel and tourism industry has witnessed the formation of a number of marketing alliances in the recent past and these are expected to continue. A critical concern is how should one select a marketing partner. This article provides a starting point for answering this question with a market-driven approach based on customer usage complementarity.
Dev, C. S., Klein, S., & Fisher, R. A. (1996). A market-based approach for partner selection in marketing alliances [Electronic version]. Retrieved [insert date], from Cornell University, SHA School site: http://scholarship.sha.cornell.edu/articles/1002