Chapter 10. The Conversion Experience

The Extended Enterprise® example shows the value of taking a different approach to business relationships. Chrysler was able to craft a unique approach that set it apart and brought in outside ideas for adoption. Reaching out for collaboration can be compared to someone looking for help in any social situation. The pressures of conformity and acceptance create a heavy bias against companies trying something new. Even with this bias, the implementation of the change can occur relatively smoothly, as long as there is strong and effective leadership to make it happen.

The first step in breaking the mold of adversarial commerce is for a company to recognize that the old ways of managing relationships based on ...

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