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


Journal Article

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. © 2013 Macmillan Publishers Ltd.

Full Text

Duke Authors

Cited Authors

  • Reeves, M

Published Date

  • January 1, 2013

Published In

Volume / Issue

  • 20 / 3

Start / End Page

  • 241 - 254

Electronic International Standard Serial Number (EISSN)

  • 1479-1803

International Standard Serial Number (ISSN)

  • 1350-231X

Digital Object Identifier (DOI)

  • 10.1057/bm.2012.36

Citation Source

  • Scopus