Factors for maintaining successful business partnerships: A case study of the construction equipment industry
Independent thesis Basic level (degree of Bachelor), 20 credits / 30 HE creditsStudent thesis
As organisations try to emerge from the recent economic downturn, they attempt to enter different markets to decrease their dependency on their core market. Due to high costs in R&D and the risk of failure, organisations try to sell the core components of their products to business partners who can incorporate these components into their own offering. Using a qualitative research method, we studied the case of TACHI as a player in the construction equipment industry. The purpose of the research was to find factors for maintaining successful business partnerships within this industry and also the role of co- branding in these business partnerships. After analysing the results of our study and reflecting on the theoretical framework, we concluded that operational compatibility, and commitment and trust were considered as the key factors that were most important in making business partnerships work successfully. Interestingly, players in the construction equipment industry do not consider co-branding as a strategy for entering new markets. However, we discovered a new phenomenon, which is informal branding, and we recommend this as a topic for future research.
Place, publisher, year, edition, pages
2011. , 64 p.
business partnership, industrial branding, co-branding, ingredient branding, informal branding, construction equipment industry, component sales
IdentifiersURN: urn:nbn:se:lnu:diva-12816OAI: oai:DiVA.org:lnu-12816DiVA: diva2:425172
Subject / course
Business Administration - Marketing
International Sales and Marketing, 180 credits
UppsokSocial and Behavioural Science, Law
Weiss, Engelbert, Prof.
Philipson, Sarah, Ass. Prof.