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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?

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Document Type:Part of a Book
Author:Kathrin M. MösleinORCiD, Vivek K. VelamuriORCiD
Center:Center for Leading Innovation and Cooperation (CLIC)
Year of Completion:2009
In: Fisch, J.H.; Roß, M., eds. Fallstudien zum Innovationsmanagement. Wiesbaden: Gabler, 2009, 485-500