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David by Goliath: what is co-branding and what is in it for SMEs

Author

Listed:
  • Paul Chiambaretto

    (i3-CRG - Centre de recherche en gestion i3 - X - École polytechnique - Université Paris-Saclay - I3 - Institut interdisciplinaire de l’innovation - CNRS - Centre National de la Recherche Scientifique, MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier)

  • Călin Gurău

    (MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier)

Abstract

Creating alliances among firms that link two or more brands has become a pervasive practice. Unfortunately, the co-branding strategy is not known and applied by many SMEs. To provide an overview of this strategy and of its specific interest for SMEs, this article offers a systematic review of the extant literature on co-branding. Because the literature is scattered and the boundaries of the concept are not always clear, we begin by defining the concept and delimiting various types of co-branding strategies before identifying a set of potential benefits and risks associated with co-branding strategies. In the following sections, we review issues related to partner selection in alliances and present recent research themes on co-branding. Finally, we identify key questions and issues that require further research, in the area of SMEs\textquoteright co-branding strategies.

Suggested Citation

  • Paul Chiambaretto & Călin Gurău, 2017. "David by Goliath: what is co-branding and what is in it for SMEs," Post-Print hal-02000702, HAL.
    • Handle: RePEc:hal:journl:hal-02000702
    DOI: 10.1504/IJESB.2017.083805
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    Cited by:

    1. Nguyen, Hang T. & Ross, William T. & Pancras, Joseph & Phan, Hieu V., 2020. "Market-based drivers of cobranding success," Journal of Business Research, Elsevier, vol. 115(C), pages 122-138.

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