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Co-branding in Strategic Marketing Network: A marketing strategy for food manufacturers in rural areas - Evidence from Sweden
Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
2014 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Nowadays networks are recognized as being important to increase the overall firm performance through joint marketing activities. The purpose of this research is to explore co-branding among small food firms that belonging to a strategic marketing network. A literature review was conducted on the concepts of small firm's marketing, strategic networks, and co-branding. Based on this literature as well as a network performance model, an analytical framework was constructed to investigate a case study of these concepts. The case identified that small firms increased their overall performance by their engagement in co-branding within a strategic network. The results of this study have managerial, as well as theoretical implications.

Place, publisher, year, edition, pages
2014. , 47 p.
Keyword [en]
strategic network, joint marketing activity, co-branding, strategic network and marketing, firm performance, food manufacturers, local food
National Category
Business Administration
Identifiers
URN: urn:nbn:se:miun:diva-24446Local ID: FÖ-V14-A1-051OAI: oai:DiVA.org:miun-24446DiVA: diva2:791023
Subject / course
Business Administration FE1
Educational program
Master programme (one year) in Business Administration, Marketing and Management SFMMA 60 higher education credits
Supervisors
Examiners
Available from: 2015-03-03 Created: 2015-02-26 Last updated: 2015-03-03Bibliographically approved

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Citation style
  • apa
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