Co-branding Strategy as a Source of Innovation on International Market
Co-branding Strategy as a Source of Innovation on International Market

Summary/Abstract: The aim of this paper is to identify the impact of a co-branding strategy on the innovationsdevelopment on international market. The research has been conducted in 2013–2015,and has been targeting 50 large international companies which operated in minimum 3 countriesof Europe and have implemented a co-branding strategy for 3 years. The analysis of findingshas shown that the possibility of use of the new technologies and the use of knowledge andexperience of partner’s through technical knowledge exchange are rated at the low level incase of implementation of co-branding strategy. These findings suggest that co-branding is nota source of innovation on international market due to the fact of the limited trust in the foreignpartner and the protection of own’s know-how by the companies. These outcomes confirm alsothat today the managerial actions should focus mainly on the symbolic dimension of brands.

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