200 Navigating Strategic Decisions: The Power of Sound Analysis and Forecasting
multiple partners involved in the R&D, manufacturing, and distribution and marketing areas. That
is, the involvement of several participants increases project complexity exponentially.
Case 13: Lead and communication problems. Product and technology development consortia are
becoming accepted, but the commonly take silo approach to licensing alliances does not work
well. Why? Because in most projects, the Business Development and R&D groups do not drive
alliance strategy and because Marketing and industry advisors create partnership opportunities.
Licensing deals do not always consider investor reaction to the alliance created by the project, and
when insufcient ...