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Paper info: Partnering along the demand chain: collaboration in new product development process

Title


Partnering along the demand chain: collaboration in new product development process

Authors


Enzo Baglieri and Silvia Zamboni

Place of Publication


The paper was published at the 21st IMP-conference in Rotterdam, Netherlands in 2005.

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Abstract


The goal of this paper is to demonstrate what are the conditions for effective partnering in a strategicprocess as the New Product Development. The issues about the design, the management and themaintenance of a partnership have been investigated by many authors. Nevertheless, the conditionsfor effective collaboration in a strategic process as the New Product Development can be exploitedmuch more, particularly in specific conditions as those we chose, i.e. the development of a core newproduct (with high risks both on the marketing and technological side) between a customer-supplierrelationship unbalanced in terms of bargaining power and reciprocal competences. The case historywe investigated s the interaction between Amplifon and Siemens. Through the analysis of thisexperience, we aim to demonstrate that in similar conditions, customer-supplier partnership can besuccessful if the relationship is a long term one, with high frequency of interactions, the players havecomplementary competencies, clearly distinguishable and distinctive of their core business, with fewor no overlapping in terms of stages of the value chain owned. Finally they have to invest significantlyin the building up of strong and reciprocal integrative capacity, to counterbalance their lack ofabsorptive capacity.