Co-promotion plays a major role in the pharmaceutical industries because in today’s market, pharma companies are in a situation of falling productivity. Accessing to new products through association with biotech companies allows pharma companies to expand their influence and guarantee their success over the market. The industry itself has a complex manufacturing and as a consequence a less competitive market. Therefore, those companies prefer to make co-promotion agreements because they can be able to have a more stable revenue stream which is strategically preferred. Co-promotion is also considered as an advantage for emerging companies in terms of capital infusions, sharing of risks for product development and for regulatory or commercialisation expertise.