Developing a pan-European co-marketing alliance: the case of BP-Mobil

Over the past 15 years, firms have entered increasingly into international strategic alliances, often with a partner firm in the same business in orde r to accelerate market growth. However limited empirical attention has been devoted to this alternative means of organizing international marketing st rategy The purpose of this case study of the pan-European BP-Mobil collabor ation is to provide readers interested in international co-marketing allian ces with insights into organizational problems and likely success impedimen ts germane to these business entities. In this context, the extent to which the singular BP-Mobil experience complies with criteria underpinned by the two important perspectives on the effectiveness of these phenomena, namely , symbiotic marketing and into organizational exchange behavior, is examine d With BP-Mobil already showing strong signs of success, certain important lessons can be learned by business practitioners.