“TEL” seeks power to make alliances work: The benefits of joining forces
Abstract
Many organizations like to get customers “onside” in their advertising by suggesting that they are somehow in business together. Slogans such as “Together we are stronger” are proffered partly as flattery and partly to imply thanks: We couldn’t have done it without you. There’s a touch of sanctimony about this. However, more genuinely, many organizations – particularly within the global information and communications technology (ICT) industry – are discovering the benefits of forming alliances to gain a strategic competitive advantage.
Keywords
Citation
(2003), "“TEL” seeks power to make alliances work: The benefits of joining forces", Strategic Direction, Vol. 19 No. 10, pp. 19-21. https://doi.org/10.1108/02580540310499505
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited