Expetitle Blog

Joint Venture Marketing

In joint venture marketing, companies pool their marketing resources to maximize brand awareness and sales revenue. However, while integrating marketing forces has many benefits, there are a number of factors to consider before entering a joint venture agreement.

Strategic Marketing

Marketing in joint ventures occurs when two organizations combine their marketing strategies in order to attract more customers and to increase their revenue. A joint venture marketing agreement is an agreement between two organizations where both businesses collaborate on marketing strategies designed to boost market share and revenue.

While a joint venture is often put in the same category as a partnership, there are differences that exist. In a partnership, businesses combine their entire operations and run the firm as one large entity. Joint venture marketing focuses more on achieving financial and marketing goals thanks to a combined marketing plan for both companies. 

Each company enters into a contract that details their responsibilities and the objectives of the joint venture and their share of the profits. After both parties sign a joint venture agreement, they each receive their share of the profits from the venture and the joint venture shares mutual control. It is possible to terminate a venture agreement if it is contractually stated to expire within a specified period or if a mutual decision has been made to terminate the agreement.

Anti-Trust Laws

Joint ventures may benefit both companies with the possibility of a broader target audience and the ability to pool tangible and intangible assets, however, quality of competition may pose concerns when large companies with large marketing departments merge. Joint ventures between major competitors could restrict competition, making it difficult for smaller competitors to compete effectively. Therefore, joint ventures should be careful not to violate antitrust laws in the process. The government could intervene if they believe the joint venture will make the two companies too powerful in their respective marketplaces.


In a joint venture, co-marketing is one of the most effective ways of maximizing resources and growing business. Companies involved in joint ventures are able to expand the reach of their message to a larger audience. To effectively reach a new, broader market, companies may conduct campaigns using pooled resources like market research, product lines, databases, and employees. A joint venture marketing deal usually carries very small risks because both firms have a vested interest in the success of the campaign. Companies should be motivated to work hard to ensure a successful campaign since the failure or success of it is shared among the companies.