CONCLUSION
Management is asked to act faster, invigorate growth in market shareand capture even greater profits, while using fewer resources and less capital. Under these circumstances, it is no surprise that marketing alliances, predicated on shared risk and on the prudent use of capital and resources, are becoming an increasingly important approach for increasing shareholder wealth and competitive strength.
Faced with increasing competition and limited resources,marketing companies are using strategic partnerships to cooperatively bring products to market. While partnerships focus the complementary strengths of two firms on the market, they can be complex arrangements to manage. Rather than one firm doing everything itself, large and small firms are combining their resources in strategic partnerships and focusing the marketing resources on areas of mutual business interests.
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