Mid Sweden University

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.