Marketing through a joint commercial product portfolio : business drivers, benefits and challenges
Purpose: This study aims to improve understanding of companies’ motives and concerns in relation to cooperation through a joint commercial product portfolio. Design/methodology/approach: The qualitative research method was used to study 17 companies based on two case projects. Findings: The joint commercial product portfolio is introduced as a new type of co-marketing. The possible business drivers, targeted benefits and perceived challenges of small and medium-sized enterprises (SMEs) in relation to cooperation through a joint commercial product portfolio are identified. The companies seem to be motivated by and concerned about similar issues that also apply to other forms of co-marketing. Research limitations/implications: The study consisted of two case projects in the same country and, thus, share fairly similar business environments and cultures. Therefore, the same results may not be obtained for a study that is conducted in a different location. Practical implications: Managers of SMEs can benefit from the results of this study by improving their understanding of co-marketing opportunities through the creation of a joint commercial product portfolio with suitable companies. In addition, the results provide managers with insights into the challenges that should be considered when planning marketing cooperation. Originality/value: The study provides new perspectives on the existing co-marketing literature by discussing the creation of a joint commercial product portfolio as a vehicle to support companies’ business objectives. The study contributes to the increasing business-to-business co-marketing literature by presenting the business drivers, targeted benefits and perceived challenges related to SMEs cooperation through a joint commercial product portfolio.
Year of publication: |
2020
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Authors: | Mustonen, Erno ; Harkonen, Janne ; Haapasalo, Harri |
Published in: |
Journal of Business & Industrial Marketing. - Emerald, ISSN 0885-8624, ZDB-ID 2019934-X. - Vol. 35.2020, 11 (01.04.), p. 1673-1683
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Publisher: |
Emerald |
Saved in:
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