What are the attractions and possible problems in developing a strategic relationship with a major customer in the form of strategic account management?
Answer to relevant QuestionsTo what extent is it reasonable for a partner organization to attempt to exert control over your strategic choices in areas not part of the alliance or joint venture? The RELATIONSHIP APPLICATION describes how the design consultant IDEO assists companies in new-product design. Discuss the advantages and limitations of having this activity performed by a consultant rather than internally. In many consumer products companies, marketing executives seem to play the lead role in new-product planning, whereas research and development executives occupy this position in firms with very complex products such as ...Review the IBM Centenary APPLICATION. What are the important issues confronting IBM’s management in managing the company’s brand portfolio? How can a brand portfolio perspective assist in meeting these challenges? Discuss the advantages and limitations of following a branding strategy of using brand names for specific products.
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