Год выпуска: 2011 Автор: Albin Atzmuller,Sylvia Kamande and Michael Sundblad Издательство: LAP Lambert Academic Publishing Страниц: 108 ISBN: 9783846520963
Описание
As organisations try to emerge from the recent economic downturn, they attempt to enter different markets to decrease their dependency on their core market. Due to high costs in R&D and the risk of failure, organisations try to sell the core components of their products to business partners who can incorporate these components into their own offering. Using a qualitative research method, we studied the case of TACHI as a player in the construction equipment industry. The purpose of the research was to find factors for maintaining successful business partnerships within this industry and also the role of co- branding in these business partnerships. Among other factors we discuss the importance of operational compatibility, commitment and trust, co-branding, and informal branding.
