With the ongoing internationalization of markets and the globalization, culture has been recognized as an essential driver for success or failure of marketing co-operations. Is it possible to operationalize this influence? With the objective to develop a method to identify culturally determined strengths and weaknesses of twelve European countries by including the findings of the […]

The recent global economic crisis led many companies to freeze their marketing budgets in the wake of decreasing revenues. Instead of giving up marketing activities all together, an increasing number of companies began to establish marketing co-operations. Daniel Beye of the University of Applied Sciences Hanover addressed the topic of partnerships between companies in his […]

How could the implementation of marketing co-operations be improved? Which are the success factors of marketing co-operations? How can these factors be addressed best when establishing and managing a partnership? In her recent Bachelor thesis Nicole Preininger, student from the University of Applied Sciences Heilbronn, analyses the topic in order to develop a guideline as […]

1) How did mesh-box come about?
[Susanne Ewenstein]: As an agency specialising on marketing co-operations we received numerous enquiries with regards to the latest trends and best/worst practice examples. In order to meet this demand, we decided to establish mesh-box. But frankly speaking, the blog is also a great opportunity for us to show our expertise […]

Can co-branding strategies establish themselves as alternatives within brand management on the long-term? Which other cross-marketing-strategies besides co-branding are implemented? A Diploma thesis from the University of Applied Science in Dortmund answers these questions. The author Julia Kemper investigates in how far co-branding and other common cross-marketing strategies are important extensions to conventional brand strategies.
Title: […]

It is said that marketing co-operations are an efficient and effective instrument for marketers. However, so far there was no standardised procedure to measure how well marketing co-operations really pay off. Petra Branz, student of the University of Applied Science in Offenburg, critically analyzed the truth about this assertion and developed an adequate measuring technique […]

Dear mesh-box visitors and contributors, 
Another year went by so fast and the mesh-box team is about to go on Christmas holiday, but of course not without giving you a short sum up on what has happened in the field of marketing co-operations. Also, 2008 has been an important year for mesh-box and its team and […]

Are there special guidelines that companies have to follow for establishing a successful co-branding strategy? Are some types of co-operation strategies more fraught with risks than others? A Master’s Thesis from the University of Applied Science in Berlin was written about the relevance of guidelines for establishing brand alliances. Author Katharina Lang interviewed representatives […]

An interesting master thesis was written about Brand Alliances at the University of Brussels/Belgium. Brand Alliances is a beast with many heads: cross-marketing, brand endorsement, co-branding, joint promotion. The paper (in two parts) by Sam Desimpel from IntroNiche sums up the different aspects of brand alliances, the advantages & disadvantages, the pitfalls and how to […]

Is co-branding the central and topical focus of brand management in a time of growing product and brand diversity, stimulus satiation of consumers and loss of clarity of brand profiles? A diploma thesis from the MCI in Innsbruck/Austria
Daniela Wieser of the Management Center Innsbruck (MCI) in Innsbruck/Austria has written a diploma thesis about co-branding. You […]

An interesting master thesis was written about Co-branding at the University of Lund/Sweden. The study was published by VDM Verlag and is available on Amazon. You find a summary of the thesis below. For further information, contact the study’s authors Antonia Kohlbrenner antonia.kohlbrenner (AT) googlemail.com or Natalia Dorozala n.dorozala (AT) googlemail.com.
Title: “Co-Branding […]