To start with, why are business partnerships on the increase?
As the marketplace becomes more competitive and customers become more knowledgeable and compare offerings from different suppliers, there is a natural tendency to have different partnerships being created to bring together the best of the best. When a company finds a partner that can package an offering with their own, there is a win-win scenario that brings value to the end-user customer. Q: How, then, would you sum up the advantages of having business partners? A: Three points stand out — coverage, complementary solutions and customer choice. In terms of coverage, business partners extend a company’s reach to areas of the market that it would otherwise not serve. Second, a partnership brings together complementary solutions that offer the best of what each company can provide to meet its customer needs. Third, a partnership can be responsive to customer preferences on where they want to buy offerings. Customers can stay with the company to which they are loyal, while benefitting fro
