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Team Management Organization in Co‐branding Projects
Author(s) -
Grebosz Magdalena,
Bakalarczyk Sebastian
Publication year - 2011
Publication title -
human factors and ergonomics in manufacturing and service industries
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.408
H-Index - 39
eISSN - 1520-6564
pISSN - 1090-8471
DOI - 10.1002/hfm.20307
Subject(s) - business , work (physics) , perspective (graphical) , set (abstract data type) , knowledge management , strategic management , marketing , public relations , engineering , political science , computer science , mechanical engineering , artificial intelligence , programming language
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. © 2011 Wiley Periodicals, Inc.