39. Strategic Alliances and Partnerships

Strategic alliances or strategic partnerships should be approached with the same rigor as a channel relationship in order for the partnership to be mutually successful in the long run. Companies that take a passive role with their alliances, such as putting the partner logo on their web site and creating loose agreements to promote each other’s products, do not enjoy nearly the same level of success as businesses that put structure, commitment, and energy toward making the partnership successful.

For example, a company once said they had a “great” strategic alliance with another company because it gave them access to over 1,200 worldwide locations. Further examination revealed there was only a master ...

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