Evolution of Partnering
2.4 Describe the evolution of partnering and the nature of strategic account management
“Partnering” became a buzzword in the early 2000s and today it has become a business reality.25 Partnering has been driven by several economic forces. One is the demise of the product solution in several industries. When products of one company are nearly identical to the competition, the product strategy becomes less important than the relationship, customer, and presentation strategies. By contrast, some partnerships grow out of the need for customized products or services. Many manufacturers have formed partnerships with companies that offer flexibility in terms of product configuration, scheduling of deliveries, or some other ...
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