AHA-BUCH

Factors for Maintaining Successful Business Partnerships

A Case Study of the Construction Equipment Industry
 Paperback
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ISBN-13:
9783846520963
Einband:
Paperback
Seiten:
108
Autor:
Albin Atzmüller
Gewicht:
179 g
Format:
226x151x15 mm
Sprache:
Englisch
Beschreibung:

99
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.