Building partnerships in the new ecosystem

Lewis, Kevin
September 2006
Brand Strategy;Sep2006, Issue 205, p10
Trade Publication
The author reflects on the need for partnerships by brand name products in the new ecosystem business structure. In the ecosystem, companies are able to cross-reference data and provide multitudes of new services including telephone calls over the Internet or downloading films direct onto computers. It is seen as an opportunity to create new business models. Moving beyond the marketing and communications is vital for a partnership to have an impact, according to the author.


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