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Publications [#257320] of Martha Reeves

Papers Published

  1. Reeves, M. "Brand partnerships as joint ventures: A comparison of two partnerships in the small non-profit arena." Journal of Brand Management 20:3 (January, 2013): 241-254. [doi]

    Abstract:
    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.


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