Disbanded Co-Brands: When Credit Card Joint Ventures Fail

Three recent events in the arena of co-branded credit cards illustrate the importance of managing risks and rewards on both sides of the negotiating table when partnerships are formed. This Javelin Strategy & Research impact note discusses the inner workings of credit card programs and details how co-branded relationships work best and flourish and also reviews relationships that turned sour. Co-branded cards remain an important part of U.S. credit card offerings, but the relationships underpinning them require cooperation from all parties.