Brand Partnerships as Joint Ventures: A Comparison of Two Partnerships in the Small Non-Profit Arena
Martha E. Reeves
affiliation not provided to SSRN
Journal of Brand Management, Vol. 20, Issue 3, pp. 241-254, 2013
Through a case study approach, this article explores how non-profits can effectively participate in joint ventures with larger, for-profit institutions. In addition to offering a new product or service, these partnerships should build the brands of both organizations. The similarity between for-profit business joint ventures and non-profit joint ventures is examined. The author compares two non-profit joint ventures – one successful and one unsuccessful – to demonstrate the importance of several aspects of joint ventures. Just as in business ventures, non-profits must carefully select their partners, have a clear understanding of roles and responsibilities, engage in open communication, and have a written charter of each partner's roles and responsibilities. Most importantly, non-profits must ensure that they are treated as equal partners and that their brand is reinforced in any communication to their stakeholders.
Number of Pages in PDF File: 14Accepted Paper Series
Date posted: January 1, 2013
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