14 Pages Posted: 1 Jan 2013
Date Written: January 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.
Suggested Citation: Suggested Citation
Reeves, Martha E., Brand Partnerships as Joint Ventures: A Comparison of Two Partnerships in the Small Non-Profit Arena (January 2013). Journal of Brand Management, Vol. 20, Issue 3, pp. 241-254, 2013. Available at SSRN: https://ssrn.com/abstract=2195225 or http://dx.doi.org/10.1057/bm.2012.36
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