A TAXONOMY MODEL FOR A STRATEGIC CO-BRANDING POSITION

Wei-Lun Chang and Kuan-Chi Chang
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Wei-Lun Chang: Department of Business Administration, Tamkang University, NO. 151, Ying-chuan Rd., Tamsui, Tipei county, Taiwan
Kuan-Chi Chang: Tamkang University, NO. 151, Ying-chuan Rd., Tamsui, Tipei county, Taiwan

Chapter 30 in Knowledge Management:Competencies and Professionalism, 2008, pp 355-366 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractIn the competitive and shifting business environment, creating non-replaceable value and strengthening core competences are critical. M&A is the best strategy for survival because of one rule: the big ones get bigger. This study investigates the effects of co-branding strategies and strategic alliances in order to propose a co-branding taxonomy. It analyzes co-branding from four dimensions and two perspectives: The perspectives are the management and brand perspectives, and the dimensions are goals, reasons for M&A, brand image, market segmentation, financial reports, and reasons for successful/failure. Hence, this research furnishes a roadmap and guideline for future co-branding strategies and provides clues for managers in decision-making related to brand alliances.

Keywords: Knowledge Management; Knowledge Management Practices; Knowledge Sharing; Skills and Competencies; Professionalism; Organizational Memory; Knowledge Processes; Knowledge Management Profession (search for similar items in EconPapers)
Date: 2008
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