Partnering for Launch
“When Intel or Microsoft announces a new product, they release a list of companies that are ‘supporting’ the new platform or processor. These partners help validate the eventual success, and hence make it easier for a large company customer to take a chance. Once they know that others will be using it also, they feel less afraid of being stranded, or of being unable to convince the supplier to fix the product if it isn’t working.
“Smaller companies also can improve their chances of success on a product launch, by including the testimonials and support of a number of key strategic tactical partners in their announcement.”
Excerpted from “Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company,” (Wharton School Publishing, $29.99) by Leonard M. Lodish, Howard L. Morgan and Shellye Archambeau. This book will be released April 2007.