The purpose of this chapter is to continue the discussion begun in
Chapter 2, of the considerations (within the high-tech firm) that
must be addressed in order to effectively formulate and implement
effective high-tech marketing strategies. This chapter focuses on
the need for effective partnering strategies to achieve success in
high-tech markets. Topics addressed include:
- Types of partnerships
- Reasons for, risks of, and success factors for strategic
alliances
- Customer relationship management strategies, based on
the type of the customer account
The chapter’s opening vignette is on IBM’s partnership
strategy.
The chapter’s technology tidbit deals with radio frequency
identification (RFID), a technology that promises to revolutionize
inventory management.
The chapter’s technology expert is:
Melissa Porter, the Channel Development
Manager at IBM for the Utility and Energy Services Unit. She discusses
the ‘Art of Alliances.’
The Appendix to the chapter covers the nature of organizational
learning in inter-firm partnerships, both the benefits and pitfalls
of learning from partners, and the implications of structuring and
managing the relationship to minimize the downside risks arising
from unintended learning by the partner.
Return to Book Overview
|
