Abstract
This paper considers the experiences of some Australian SMEs that support industry clients and promote themselves under a collective brand name of some sort. Three cases are considered. Two were created to access global markets, one in mining and one in aerospace in conjunction with industry associations, and the other sought to access a regional IT market with support from a local government authority. In all cases this market approach supplemented the local marketing efforts of the individual participants. Each case followed a different approach to sales and delivery arising from their marketing efforts and had varying degrees of success. Internal participant factors related to capability and mutual trust influenced what could be offered to the market and to enhance brand reputation. External factors related to market dynamics, and client linkage preferences influenced the way firms worked together.
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