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Brand partnerships as joint ventures: A comparison of two partnerships in the small non-profit arena

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Abstract

Through a case study approach, this article explores how non-profits can effectively participate in joint ventures with larger, for-profit institutions. In addition to offering a new product or service, these partnerships should build the brands of both organizations. The similarity between for-profit business joint ventures and non-profit joint ventures is examined. The author compares two non-profit joint ventures – one successful and one unsuccessful – to demonstrate the importance of several aspects of joint ventures. Just as in business ventures, non-profits must carefully select their partners, have a clear understanding of roles and responsibilities, engage in open communication, and have a written charter of each partner's roles and responsibilities. Most importantly, non-profits must ensure that they are treated as equal partners and that their brand is reinforced in any communication to their stakeholders.

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Notes

  1. Several authors have discussed what make joint ventures or strategic alliances successful. Among them are Kilburn, 1999, Hook, 2004, Arino and Reuer, 2004, Elmuti and Kathawala, 2001 and Lorange et al, 1992. Note that strategic alliances are similar to JVs, although they tend to be temporary relationships for a shorter period of time. They also tend to be less complex than JVs.

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Authors and Affiliations

  1. Markets and Management Studies Program, 2016 Campus Drive, Duke University, Durham, 27708, NC, USA

    Martha Reeves

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  1. Martha Reeves
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Correspondence to Martha Reeves.

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1teaches in the Markets and Management Studies and Women Studies Programs at Duke University. Before joining Duke, she held positions at the University of North Carolina (executive education division) and the University of Georgia (marketing department). She has also held management positions with American Express in both the United States and the United Kingdom. Her research interests include women in business, virtual teams and microfinance.

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Reeves, M. Brand partnerships as joint ventures: A comparison of two partnerships in the small non-profit arena. J Brand Manag 20, 241–254 (2013). https://doi.org/10.1057/bm.2012.36

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