David by Goliath: what is co-branding and what is in it for SMEs

Paul Chiambaretto and Călin Gurău
Additional contact information
Paul Chiambaretto: CRG I3 - Centre de recherche en gestion i3 - X - École polytechnique - IP Paris - Institut Polytechnique de Paris - Université Paris-Saclay - I3 - Institut interdisciplinaire de l’innovation - CNRS - Centre National de la Recherche Scientifique, MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier
Călin Gurău: MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier

Post-Print from HAL

Abstract: Creating alliances among firms that link two or more brands has become a pervasive practice. Unfortunately, the co-branding strategy is not known and applied by many SMEs. To provide an overview of this strategy and of its specific interest for SMEs, this article offers a systematic review of the extant literature on co-branding. Because the literature is scattered and the boundaries of the concept are not always clear, we begin by defining the concept and delimiting various types of co-branding strategies before identifying a set of potential benefits and risks associated with co-branding strategies. In the following sections, we review issues related to partner selection in alliances and present recent research themes on co-branding. Finally, we identify key questions and issues that require further research, in the area of SMEs\textquoteright co-branding strategies.

Date: 2017
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Published in International Journal of Entrepreneurship and Small Business, 2017, 31 (1), pp.103. ⟨10.1504/IJESB.2017.083805⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02000702

DOI: 10.1504/IJESB.2017.083805

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().