Marketing alliances in digital firms: An analysis of benefits and risks.
Objectives. The evolution of technologies and the impact they are having on business lead to the development of the so-called digital firms. For these firms marketing alliances can have an important value, as digital technologies have the potential to further increase the benefits of these initiatives. Despite the topicality of this theme a gap emerges concerning the development of co-marketing initiatives in digital firms. The purpose of the paper is to develop a pilot study to explore the topic, focusing on the main benefits and risks that could emerge.