Business Intelligence

Co-Branding As A Part Of B2B Relationships System

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Executive Summary

Co-branding is a widely known phenomenon, studied in research literature and substantially applied in business practice. The aspect of the effects of co-branding on B2B relationships (effects of co-branding on the brands-relatives, on the business network value, on relationships between partners and inter-organizational network relations) is, however, underestimated, although B2B relationships and branding on B2B markets are topics of great interest in today's managerial science. So, in the author research, he interested in the circumstances, in which co-branding is a superior development decision given company's relationship system, and circumstances, which lead to such a decision considering this topic one of the most undeveloped and, at the same time, interesting questions in co-branding sphere.

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