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Journal articles (1996), Décisions Marketing, pp. 41-52

Innovation et partenariat


The main finding of this research states that the most promising and lowest-risk alliance would be one involving a large and a small firm. In such cases, the large firm provides its resources, access to production facilities and to distribution channels. The small firm provides high technology, or specialized knowledge, a proximity with potential customers and markets and an aggressive will to achieve the objectives of the alliance. In an alliance involving two large firms, the task of overcoming strategic, managerial, cultural and organizational differences frequently diminishes, and in some cases eliminates, the expected advantages of developing an innovation jointly.

PERRAUD, E. and XUEREB, J.M. (1996). Innovation et partenariat. Décisions Marketing, pp. 41-52.