Patterns of Cooperative Marketing in Australian Organisations

Abstract

In today’s contemporary business environment, gaining competitive advantage continues to be the focus of most firms. Strategy alternatives that can provide new ways of achieving strategic advantage are gaining increased attention. Cooperation is an example of such a strategy. Specifically, cooperative marketing (co-marketing) is one of many cooperative strategies alternatives that is gaining increased consideration as a strategy alternative that has the potential to make an enduring and practical contribution to organisational performance

Despite increased interest in cooperative marketing, there is little research relating to classificatory frameworks, patterns of cooperative marketing strategy use and the basic performance outcomes that result from its implementation. By building on literature in the field or study, a classificatory discussion provides clarity regarding cooperative marketing, while empirical findings allow conclusions to be drawn and future research directions to be outlined.