Joint venture
A joint venture is an arrangement in which two or more companies share resources, risks and returns to pursue a common project, often through a new entity
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
The parties remain independent and collaborate in a specific area: entering a market, developing a product or exploiting a technology. It may be formalised by setting up a company jointly owned by all parties or through a contractual partnership without a new entity.
In digital marketing the term has also been used for lighter alliances between related businesses that promote each other, share databases or swap advertising space. Those arrangements are closer to co-marketing or co-branding than to a joint venture in the strict sense.
Also known as
JV
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