Co-Branding on Industrial Markets
Article #25 Co-branding on Industrial Markets
By Anders Bengtsson, Per Servais
Presented by: Tracy Cessna
Co-branding: co-operations between two or more marketable items that in one way or another connect representations of several brands in the marketplace. ("Co-branding on industrial markets")
1. Who are the authors? Anders Bengtsson is an assistant professor of marketing at Suffolk University 's Sawyer Business School in Boston, Massachusettes. He received his Ph.D. and M.Sc. (Specialist Masters Degree) at Lund University, the largest institution for education and research in Scandinavia. His areas of expertise include: brand strategy, consumer culture theory and consumer brand relationships. He has written a number of articles on co-branding: "When Hershey met Betty" (2004) and "Co-branding and the impact on inter-organizational relationships". He is a member of the Association for Consumer Research and speaks Swedish, Danish, English and German fluently. (Suffolk University) Per Servais is an Associate Professor of Marketing at the University of Southern Denmark. He received his Ph.D. in international marketing from Odense University in Denmark. Similarly, he received his M.Sc. in International Business Administration from Aalborg University in Denmark. His areas of expertise include: international marketing, business-to-business marketing and global sourcing. He has written many books and articles related to these topics. His "Born Global or Gradual Global? Examining the Export Behavior of Small and Medium-Sized Enterprises" is one of the most cited articles in International Marketing according to the American Marketing Association. (Marketing Power)
2. What is the authors ' message?
While it has not been fully realized in industrial marketing, co-branding can be a good strategy to increase value and competitive advantage.
Bengtsson & Servais ' Point:
Until recently, brand management has been focused on consumer
By Anders Bengtsson, Per Servais
Presented by: Tracy Cessna
Co-branding: co-operations between two or more marketable items that in one way or another connect representations of several brands in the marketplace. ("Co-branding on industrial markets")
1. Who are the authors? Anders Bengtsson is an assistant professor of marketing at Suffolk University 's Sawyer Business School in Boston, Massachusettes. He received his Ph.D. and M.Sc. (Specialist Masters Degree) at Lund University, the largest institution for education and research in Scandinavia. His areas of expertise include: brand strategy, consumer culture theory and consumer brand relationships. He has written a number of articles on co-branding: "When Hershey met Betty" (2004) and "Co-branding and the impact on inter-organizational relationships". He is a member of the Association for Consumer Research and speaks Swedish, Danish, English and German fluently. (Suffolk University) Per Servais is an Associate Professor of Marketing at the University of Southern Denmark. He received his Ph.D. in international marketing from Odense University in Denmark. Similarly, he received his M.Sc. in International Business Administration from Aalborg University in Denmark. His areas of expertise include: international marketing, business-to-business marketing and global sourcing. He has written many books and articles related to these topics. His "Born Global or Gradual Global? Examining the Export Behavior of Small and Medium-Sized Enterprises" is one of the most cited articles in International Marketing according to the American Marketing Association. (Marketing Power)
2. What is the authors ' message?
While it has not been fully realized in industrial marketing, co-branding can be a good strategy to increase value and competitive advantage.
Bengtsson & Servais ' Point:
Until recently, brand management has been focused on consumer
Cited: Anders Bengtsson. Suffolk University. Department of Marketing, Suffolk University. 12 Nov. 2006 . Bengtsson, Anders, and Per Servais. "Co-Branding on Industrial Markets." Industrial Marketing Management 34 (2005): 706-713. Ford, David, Lars-Erik Gadde, Hakan Hakansson, and Ivan Snehota. Managing Business Relationships. 2nd ed. West Sussex, England: John Wiley & Sons Ltd., 2003. McCarthy, M S., and D G. Norris. "Improving Competitive Position Using Branded Ingredients." Journal of Product and Brand Management 8 (1999): 267-285. Pride, William M., and O.c. Ferrell. Pride-Ferrell Marketing. 12th ed. Boston: Houghton Mifflin Company, 2006. 337-348. Rao, A R., L Qu, and R W. Ruekert. "Signaling Unobservable Product Quality Through a Brand Ally." Journal of Marketing Research 36 (1999): 258-268. Servais, Per, and Øystein Moen. "Born Global or Gradual Global? Examining the Export Behavior of Small and Medium-Sized Enterprises." MarketingPower. 2006. Department of Marketing, University of Southern Denmark. 12 Nov. 2006 .