University of Oulu

Mustonen, E., Harkonen, J. and Haapasalo, H. (2020), "Marketing through a joint commercial product portfolio: business drivers, benefits and challenges", Journal of Business & Industrial Marketing, Vol. 35 No. 11, pp. 1673-1683. https://doi.org/10.1108/JBIM-11-2018-0331

Marketing through a joint commercial product portfolio : business drivers, benefits and challenges

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Author: Mustonen, Erno1; Härkönen, Janne1; Haapasalo, Harri1
Organizations: 1Department of Industrial Engineering and Management, University of Oulu, Oulu, Finland
Format: article
Version: accepted version
Access: open
Online Access: PDF Full Text (PDF, 0.2 MB)
Persistent link: http://urn.fi/urn:nbn:fi-fe202101081284
Language: English
Published: Emerald, 2020
Publish Date: 2021-01-08
Description:

Abstract

Purpose: This study aims to improve understanding of companies’ motives and concerns in relation to cooperation through a joint commercial product portfolio.

Design/methodology/approach: The qualitative research method was used to study 17 companies based on two case projects.

Findings: The joint commercial product portfolio is introduced as a new type of co-marketing. The possible business drivers, targeted benefits and perceived challenges of small and medium-sized enterprises (SMEs) in relation to cooperation through a joint commercial product portfolio are identified. The companies seem to be motivated by and concerned about similar issues that also apply to other forms of co-marketing.

Research limitations/implications: The study consisted of two case projects in the same country and, thus, share fairly similar business environments and cultures. Therefore, the same results may not be obtained for a study that is conducted in a different location.

Practical implications: Managers of SMEs can benefit from the results of this study by improving their understanding of co-marketing opportunities through the creation of a joint commercial product portfolio with suitable companies. In addition, the results provide managers with insights into the challenges that should be considered when planning marketing cooperation.

Originality/value: The study provides new perspectives on the existing co-marketing literature by discussing the creation of a joint commercial product portfolio as a vehicle to support companies’ business objectives. The study contributes to the increasing business-to-business co-marketing literature by presenting the business drivers, targeted benefits and perceived challenges related to SMEs cooperation through a joint commercial product portfolio.

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Series: Journal of business & industrial marketing
ISSN: 0885-8624
ISSN-E: 2052-1189
ISSN-L: 0885-8624
Volume: 35
Issue: 11
Pages: 1673 - 1683
DOI: 10.1108/JBIM-11-2018-0331
OADOI: https://oadoi.org/10.1108/JBIM-11-2018-0331
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Subjects:
Copyright information: © Emerald Publishing Limited. This manuscript version is made available under the CC-BY-NC 4.0 license http:/creativecommons.org/licenses/by-nc/4.0/
  https://creativecommons.org/licenses/by-nc/4.0/