Brainstorm opportunities to create partnerships—and value—with other companies 

1. Identify a target company that you understand well—either because you have worked for the company or have read a lot about it. To illustrate, let’s assume you select Marriott Corporation, the hotel and time-share resort company.

2. Identify three to four other companies in other industries that might be related in some way to the target company’s industry. Gather data about the strategy of each company, using public sources such as the company website or its annual reports, public articles, and your own experience. In our example, you might choose, and gather data about Disney (entertainment), Apple (computers, tablets, music, phones)

and Nike (shoes).

3. Work with three to four classmates to brainstorm ways in which each of the other companies you chose could create new value with the target company. To continue the Marriott example, perhaps Marriott could create Disney-themed rooms at its timeshare resorts, such as a Disney Princess or Pirates of the Caribbean room. Or maybe Marriott could turn an elevator shaft into a “Tower of Terror” ride. Perhaps Apple could provide each Marriott room with Apple technology and products. When guests check in to the hotel, perhaps they could do it on their iPhone (and even have an electronic key sent to their phone to open the door). Or maybe the room would be equipped with an iPad filled with music and movies to try out. Perhaps Nike could help design Marriott’s workout room and provide a variety of Nike athletic footwear or apparel products for guests to purchase. Have fun and be creative as you brainstorm ways that companies can combine their resources and capabilities to create new value.