Marketing co-operations stay on the rise
Throughout the last 2½ years the number of marketing co-operations within Germany has increased multiplied significantly: In Q3 2006 approximately 70 co-operations were established compared to 310 in Q1 2009. The figures, based on the statistics gathered and analyzed by Noshokaty, Döring & Thun, show that the number of co-operations has steadily increased (with a minor slump in Q1 2008) and reached a new high in the first quarter of this year.

Source: On-going market screening by Noshokaty, Döring & Thun

Crisis advances number of co-operations significantly
Since the beginning of the economic and financial crisis the number of marketing co-operations has risen by 35 percent from Q3 2008 to Q4 2008 alone, and another 5 percent until Q1 2009. Thus, marketing co-operations have recently become an ever important marketing instrument as they also pose cost saving potentials (e.g. though shared communication costs).

Source: On-going market screening by Noshokaty, Döring & Thun

New & innovative marketing co-operations
Check out this co-operation of MyHammer and Praktiker if you are interested in an example of innovative marketing co-operation approaches in times of the crisis.