Ranking of Collaborative Co-Branding in Business Clusters (Case Study: Pars Wagon Arak)

Authors

1 Department of Industrial Engineering, Arak Branch, Islamic Azad University

2 Department of Management, Yazd Branch, Islamic Azad University

Abstract

Co-branding is one of the most new topics in economic links, which has been recently discussed in Iran under the co-branding strategy. This research seeks to prove the effectiveness of the strategy and tries to provide a practical model for its successful implementation. In this regard, business clusters in rail cars phase, are considered as a central element of the study and then through the most appropriate computational methods, significant parameters that play a key role in the success of the co-branding in the rail cars industry are extracted and subsequently, The companies with co-branding potential are evaluated. Finally, the most suitable companies for this strategic alliance, have been chosen.

Keywords

References

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Commercial Surveys
Volume 17, Issue 99 - Serial Number 99
March and April 2020
Pages 10-29

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History

  • Receive Date: 20 November 2018
  • Revise Date: 20 May 2019
  • Accept Date: 08 June 2019

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