Saturday, October 25, 2008

ICKM 2008 - A taxonomy model for a strategic co-branding position

Kuan-Chi Chang - graduate student Tamkang University
Discussed a taxonomy model he created to classify different co-branding situations.
Had objective indications and subjective indicators for evaluating the taxonomic term to be applied to the cobranding M&A.

The discussion around how to leverage the taxonomy information to determine in advance where culture and business factors are likely to cause a failure of the merger was more interesting, in my opinion, than the presentation.

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