Co-ventures and co-marketing

In the context of international marketing this is a form of working partnership. They are contractual relationships undertaken by firms that make complementary products, and are intended to increase user awareness of benefits derived from these complementarities. Co-marketing partnerships are lateral relationships between firms at the same level in the value-added chain and represent a form of “symbiotic marketing”. Partnerships like this are more common in high-tech industries, but are increasing in consumer services and products. For example, In 1991 Unilever and PepsiCo co-ventured to co-market ice-tea products.