Strategic Alliances & Marketing Partnerships: Gaining Competitive Advantage through Collaboration and Partnering | by Richard Gibbs and Andrew Humphries | 2009 | ISBN: 9780749454845

November 20, 2009 by kutenk
Filed under: Business Books 

Strategic Alliances & Marketing Partnerships: Gaining Competitive Advantage through Collaboration and Partnering

by Richard Gibbs and Andrew Humphries
2009 (256 pages)
ISBN:9780749454845

With case studies from prominent, global organizations, this innovative book will help you to understand the problems that affect partnering and how to make effective management decisions to improve both the relationship and productivity.

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Strategic Alliances & Marketing Partnerships—Gaining Competitive Advantage through Collaboration and Partnering







Foreword
Introduction – Placing a Value on Your Key Commercial Partnerships
Overview
The Gibbs+Humphries Partnership Types
Managing your commercial relationships

About This Book
Chapter 1 – The Business of Partnering
A crisis in management
Diminishing sources of competitive advantage
From product-base competition to knowledge-base advantage
Extending the boundaries of the firm
The strategic value of partnering
Partnering and competing supply chains
The problems of understanding your partners

Chapter 2 – The Evolution of Partnership-Driven Business Strategies
Introduction
The development of supply chain management
Supply chain networks
Strategic alliances
Marketing channels
Managing buy-sell relationships
Conclusion

Chapter 3 – The Obstacles and Drivers of Successful Partnerships
Introduction
Leveraging mutual investments
Learning from each other
Governance
The influence of leadership and control mechanisms
Understanding partnership performance
Proactive relationship management
Summary


Chapter 4 – Relationship Marketing: A ‘New-Old’ Theory of Business Relationships
Marketing foundations
Relationship marketing rediscovered
Collaborate or fail
From power management to relationship management
The relationship business
Modelling the marketing relationship
Managing partnership value
Building relationship management capabilities
Summary

Chapter 5 – Understanding Partnership and Alliance Dynamics
Introduction
A ‘new economic’ view of partnerships
Partnerships as spiral dynamics
Finding the measure of partnership performance
Conclusion

Chapter 6 – Working Hard At the ‘Soft’ Factors
Introduction
Evaluating partnership performance
Opportunities and challenges created through collaborative innovation
Opportunities and challenges created through partnership quality
Opportunities and challenges of creating value
The model of partnership performance
Summary

Chapter 7 – The Gibbs+Humphries Partnership Types
Introduction
Evangelists
Rebellious Teenagers
Evolving Pessimists
Captive Sharks
Cherry Pickers
Deserters
Summary

Chapter 8 – Making Partnerships and Alliances Work for You
Management implications
Determining the right partnership type
Partnership types and market development
Relationship management and the Gibbs+Humphries Partnership Types
The Gibbs+Humphries Partnership Types and marketing
Conclusion

Further Reading


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