Team Management Organization in Co-branding Projects

Creating strategic alliances by engaging in co-branding has become increasingly widespread in many industries. This form of cooperation allows businesses to share resources and knowledge and to set common goals - but also forces the two companies to work together. This article looks at co-branding from the perspective of strategic management and focuses on the problems that can arise in team management and organization. The purpose of the article is to present recent research advances that may encourage rethinking co-branding strategies at the level of projectization which described the level of commitment in the co-branding project. Characteristics of successful team-building for co-branding ventures are also discussed. (c) 2011 Wiley Periodicals, Inc.