Factors for Maintaining Successful Business Partnerships - Atzmüller, Albin;Kamande, Sylvia;Sundblad, Michael
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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…mehr

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Produktbeschreibung
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. Among other factors we discuss the importance of operational compatibility, commitment and trust, co-branding, and informal branding.
Autorenporträt
Albin Atzmüller, Austrian, Michael Sundblad, Canadian-Swedish, and Sylvia Kamande, Kenyan, studied the Bachelors program International Sales & Marketing at Linneaeus University, Sweden. Together with industry this thesis was conducted as a case study and submitted as final work to the Bachelors program. It was marked with the highest grade.