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Ingredient Co-branding: A Study of Manufactorer Intentions
Stockholm University, Faculty of Social Sciences, School of Business.
2004 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Ingredient co-branding is a co-branding strategy that is growing in popularity. Following the successes of ingredient brands such as Intel, whose microprocessors are used in all IBM Personal Computers, and NutraSweet, whose substitute for sugar is the main ingredient in Diet Coke, more and more new products that feature branded ingredients are being introduced. Manufacturing companies are thus faced with the challenge of deciding whether to utilize an ingredient co-branding strategy or not and this choice cannot be considered simple. It is therefore interesting to find out why manufacturing companies decide to use such a strategy.

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Business Administration
URN: urn:nbn:se:su:diva-5020OAI: diva2:194741
Available from: 2007-01-05 Created: 2007-01-05

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