Hybrid value creation as innovation strategy
- Why would a sports apparel company have a strategic partnership with an electronics company? Weren’t strategic partnerships supposed to make sense when they were based along the vertical value chain? A tie up between a tire manufacturer and an automobile company is clear to comprehend but what about the tie up we mentioned previously? Is it a brilliant move or another sham of a strategic partnership like Virgin Cola the famously flopped drink introduced 1994 by Virgin Group in conjunction with Cott, a Canadian company specialized in bottling own-label drinks?
| Document Type: | Part of a Book |
|---|---|
| Language: | English |
| Author: | Kathrin M. MösleinORCiD, Vivek K. VelamuriORCiD |
| Center: | Center for Leading Innovation and Cooperation (CLIC) |
| URL: | http://link.springer.com/chapter/10.1007/978-3-8349-8255-1_25 |
| Year of Completion: | 2009 |
| Note: | In: Fisch, J.H.; Roß, M., eds. Fallstudien zum Innovationsmanagement. Wiesbaden: Gabler, 2009, 485-500 |