What does Joint venture mean in marketing terminology?

Joint venture

A joint venture is an arrangement in which two or more organizations collaborate to undertake a business venture. It is a formal agreement between two or more business partners to join forces in order to pursue an economic goal. The partners share the risks, as well as rewards, of the venture, and often, each contributes resources to reach a shared goal. Joint ventures are often established to provide access to new markets and products, to capitalize on particular strengths of the participating businesses, and to transfer knowledge, technology and skills across national borders.


A joint venture between two or more organizations, usually of a commercial nature, is essentially a business partnership. The two parties agree to establish a legal entity to pursue a mutually profitable goal, and to share in any profits or losses that may arise from it. Such an entity is typically set up as a separate entity and may be referred to as a ‘joint venture’ or a ‘co-operative venture’. The joint venture is a separate legal entity from either party and is formed to have some kind of management relationship over the terms and conditions of the venture, and the sharing of profits or losses that could arise from it.

The potential for a successful joint venture venture lies in the respective areas of expertise, markets, and resources of the two partners. Each of the partners contributes resources or expertise to the joint venture and may share in any profits or losses resulting from the venture. It is important that the two partners have a mutual understanding of each other's goals, resources, and strengths, and a clear commitment to working together. The joint venture should also have a clear strategy and plan of action, with tasks, roles and responsibilities set out in an agreement.

General Guidelines and Best Practices

1. Choose the Right Partner

Ensuring the right partner is chosen is of utmost importance in a joint venture. The right partner must have the right industry expertise and knowledge, as well as the right resources. It is also important to establish mutual trust and to ensure that the partner is committed to creating a successful venture.

2. Draft a Clear and Detailed Agreement

The terms and conditions of the venture agreement should be clear and unambiguous. All aspects of the venture should be documented in detail, from the nature and purpose of the venture, to the partners’ contributions and respective ownership percentages, to the roles and responsibilities of each partner.

3. Set Goals & Measure Performance

The partners should set measurable goals for the venture, and periodically assess and measure their progress. Performance should be measured against the goals and targets set for the venture, as well as against any agreed-upon benchmarks.

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4. Monitor and Adjust

Both parties should actively monitor progress and ensure that the agreement is being followed. If necessary, adjustments should be made to ensure that both partners are benefitting from the venture.

5. Review Key Performance Indicators

Key performance indicators (KPIs) should be monitored and tracked to ensure that the venture is on the right path. KPIs are quantifiable measures that enable managers to track and measure performance, allowing them to make adjustments if necessary.

6. Provide Feedback to Your Partner

Regularly providing feedback to your partner is essential to any successful joint venture. This feedback should either be positive or constructive, and should focus on how the party can improve its performance or better contribute to the venture.

7. Seek Legal Advice

A joint venture agreement should be reviewed by a qualified legal professional, who can advise and protect the interests of both parties.


A joint venture can be very beneficial for both parties involved, provided the right partner is chosen, the legal and operational requirements are discussed and agreed, and a clear and mutually beneficial strategy is drafted. It is very important that the venture is monitored and performance of both partners is measured in order to avoid any misalignments that might arise. With proper planning, and with the contribution of expertise and resources from both partners, a joint venture can produce significant returns for both parties, and can provide access to new markets, resources, and knowledge.