Mutual value creation in component co-branding relationships

What is it about?

Component co-branding (or ingredient branding) is gaining popularity but most studies suggest that it is suitable only for large firms. This paper examines the mutual value creation processes involving an unknown ingredient supplier and a very well known OEM. The results show that the unavailability of large marketing budgets should not prevent innovative small- and medium-sized enterprises (SMEs) from selecting the ingredient co-branding strategy.

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