A joint venture is a business arrangement where two or more companies combine their resources, expertise and market presence to pursue a specific project or objective. Intangible assets play a crucial role in this context since they include IP, brand, patents, trade marks, proprietary technology and customer relationships. A joint venture contract qualifies as an intangible asset because it can be recognised, separated and the associated economic benefits reliably measured. CEOs can extract the greatest value from a joint venture by capitalising on the intangible assets possessed by each partner, fostering collaborative innovation, aligning brand strategies and leveraging existing customer bases to enhance the venture’s chance of success.
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