Purpose – This paper explores the process of mutual value creation in a component co-branding relationship between an unknown component supplier and a well-known Original Equipment Manufacturer (OEM). In particular, the purpose of this paper is to investigate the antecedents of parties’...

We propose the optimal strategies in the end-product market for manufacturers of proprietary component brands, MPCBs for short. MPCBs can pursue one of three end-product roles: sole entrant, as with 3Com that, until recently, offered its Palm operating system only as part of its own Palm...