There are many commercials on TV and on the radio these days that say to call in and tell them about your invention idea. It sounds so easy, yet so campy and shifty at the same time. You’ve decided to market your own product. You’ve invested your own money, (and possibly a little of someone else’s if you’ve been lucky). However, you know deep down that you might not have what it takes to insure the success of this business. It’s the same feeling that made you even listen to that campy, shifty commercial in the first place. You know you need help, but you don’t know where to look or how to get it.
There are many cases in which two competing companies would both be better off if they formed a strategic alliance. The companies in the alliance would still differentiate themselves, but at the same time, they’ve successfully removed a competitive threat. A situation like this, of course, depends on the companies and the industry, but it’s lesson can be applied to several other cases.