Structure every transaction as a joint venture

It means that on the web, two brands can establish a partnership as if they were a joint venture; for example BNP Paribas and Playstation propose from 04/29/2006 a virtual tennis tour for teenagers. So they are partners for a special event. They benefit from each other's reputation and distinct activities to promote their firm to this target. Furthemore, they have a certain legitimacy to organize it as BNP Paribas sponsors French tennis and Playstation sells video games) .