Strategic alliance coordination in creative industries: the role of trust in the case of microfirms

DOI: 10.5176/978-981-08-8408-6_BizStrategy2011_5

Authors: Katherine GUNDOLF and Annabelle JAOUEN

Abstract:

The purpose of this communication is to study entrepreneur’s and microfirms specificities in creative industries, and to analyze their behavior in the context of strategic alliances. It intends to improve the knowledge of microfirms by focusing on their cooperative strategies.

Keywords: Microfirm, Strategy, Strategic Alliance, Trust, Creative industry.