O'Reilly logo

How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

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 ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required