Analysis of dilemma in horticultural co-branding

T. Perdana, F. Rahayu Hermiatin, S. Sanjaya
Co-branding (known as brand partnership) is a collaboration of two or more supply chain actors or association forming an alliance to work together and using multiple brands in a single product, so the association or actors can create the marketing synergy. Meanwhile, the co-branding process needs interaction and collaboration throughout the horticultural supply chain. This study was conducted in Katata Farmers Group in Pangalengan Sub-District which has collaboration activities involving interaction of multiple-stakeholders that have differences in interest and occur vulnerable in conflicts. Those conflicts hamper the implementation of collaboration in horticultural co-branding. This study aimed to analyze the potential of collaboration processes in horticultural co-branding between the Katata Farmers Group, the modern market, and Universitas Padjadjaran. The drama theory approach in horticultural co-branding can be illustrated as the episodes that show the dilemmas in the horticultural co-branding involving multiple stakeholders, whereas a collaboration framework is used in initiatives for resolving dilemmas. This paper illustrates that the farmer group dilemmas in the episodes of selling their products to the modern markets, while the episodes of modern market show the dilemmas of increasing their market size in horticultural products, and the episodes of Universitas Padjadjaran describe how the university can reduce conflict between interest as an academic and as a mediator among farmer groups and the modern market. This study contributes to the current knowledge of horticultural co-branding by focusing on a specific sequence of episodes in which stakeholders interact to resolve differences of interest and conflicts.
Perdana, T., Rahayu Hermiatin, F. and Sanjaya, S. (2020). Analysis of dilemma in horticultural co-branding. Acta Hortic. 1278, 89-94
DOI: 10.17660/ActaHortic.2020.1278.14
horticultural co-branding, drama theory, supply chain management

Acta Horticulturae