Brand Partnerships as Joint Ventures: A Comparison of Two Partnerships in the Small Non-Profit Arena

14 Pages Posted: 1 Jan 2013  

Martha E. Reeves

affiliation not provided to SSRN

Date Written: January 2013

Abstract

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

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

Martha E. Reeves (Contact Author)

affiliation not provided to SSRN ( email )

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