The need for exploring partnership opportunities in business is
greater than ever. Brands must rely on each other to leverage their
core competencies and they need to create a more prominent role for
business partnerships. There is an opportunity for every business to
take their organizations to the next level by applying the principles
and practices of a mutually beneficial partnership—leveraging on each
other’s marketing programs, strengths, and core competencies for both
partners to meet their goals and objectives.
Globe Business, for instance, partners with enterprises and provides
them with business solutions that make it easier for them to focus on
their core businesses. This allows our partners to concentrate on
their expertise to grow and expand their business. We, on the other
hand, make use of our core competency in providing tailor-fit business
solutions for their needs. This mutually beneficial partnership
leverages on strengths and minimizes each other’s weaknesses. Apart
from business solutions, there are also partnerships in marketing
programs such as co-branded events and CSR activities.
The Category Killers
Google, Microsoft, Expedia, Amazon, eBay, Apple, Starbucks, Dell,
Best Buy, Facebook, Better Homes and Gardens, and Wal-Mart, to name a
few, are the ‘category killers’ of their respective industries. Why?
Because they are brand innovators who have differentiated themselves
from their competition so much that it is difficult for other
companies to gain market share in the industries that these market
leaders dominate. How did these extraordinary companies become the
industry stars that they are and what characteristics do they all share?
Each of these companies have exceptional product offerings and a
strong business model to support it, coupled with an attractive
end-customer value proposition. Furthermore, all of these companies
have built a significant part of their business on the principles and
practices of partnership marketing, enabling them to offer superior
products to the market, create long-term distribution opportunities,
extend exceptional reach, and increase brand awareness on a global scale.
You can’t do it all on your own. If you look closely at some of the
brands that have transformed the way we live, you will see that
they’ve had significant help from their partners to get to where they
Brands like eBay need their auctioneers (the public) to provide
products and services for auction to users or visitors to their site.
They also need distribution to get prospective buyers to visit their
site, and they need licensing opportunities with cause-related
marketing programs to power their online auctions and allow them to
leverage their platform in return. That’s practicing collaboration and
leadership for sustainability.
Apple needs wireless carriers to bundle iPhone. They need
electronics retailers and e-commerce sites such as BestBuy.com to sell
iPhone, iPad, or Mac. Let’s face it, most people buy a smartphone and
a service plan from a single wireless carrier like Globe here in the
Philippines, AT&T in the U.S., Rogers in Canada, or Vodafone in
the U.K. because they provide both voice and data plans. Apple owns
their own stores and e-commerce websites, but they also want to
leverage the reach that the telco operators and major big box
electronics retailers have.
Globe Telecom, through its Digital Ventures division and subsidiary
company AdSpark, joins hands with Incoming Media—a leading mobile
video and advertising platform—for its mediaphoneX solution to power
video notifications within selected mobile applications. Incoming
Media has spent many years developing a unique mobile video
notification that puts quality user experience at the center of their
solution. Through this strategic partnership, Globe is looking forward
to seeing an increase in engagement and additional monetization
opportunities for both SEATS (multi-channel restaurant reservation
platform that is available on both web and mobile) and MYNT, a
financial services application.
Globe is always on the look-out for new innovations to help
businesses flourish and make a digital lifestyle possible for
consumers. It has partnered with Spotify to provide streaming music to
those wanting flexibility in their music options; NBA for the die-hard
sports fans; Netflix for those who want to stream shows and movies
online; and global brands like Disney, Google, Facebook, Viber, HOOQ,
Lazada, and Zalora, among others. These partnerships are mutually
beneficial for the companies involved, moving towards a common end
goal to provide a wonderful customer experience.
The business environment, both locally and globally, is experiencing
unprecedented change. A more interconnected global economy is altering
social conditions, and technological innovation is transforming the
nature of consumption and production. Moreover, today’s companies
aren’t just looking for growth; they are looking for profitable,
sustainable growth. If you're a good business person, you must be
willing to take prudent risk and reach out to partners to gain more of
Overall, partnerships work in many ways to spur growth and attention
for your business. Research shows that a growing number of companies
are turning to partnerships—with suppliers, NGOs, industry alliances,
governments, even competitors—to become more sustainable. Case studies
found that as sustainability issues become increasingly complex,
global in nature, and pivotal to success, companies are realizing that
they can’t make the necessary impact acting alone.
So whether you’re a budding start-up or a huge enterprise, figure
out which area of your businesses you need help in, and look around
for partnership opportunities where both parties can leverage on each
The New Corporation: An Ecosystem Of Partnerships With A Flexible
Culture. (15 February 2017). Retrieved from https://www.forbes.com/sites/forbesinsights/2017/02/15/the-new-corporation-an-ecosystem-of-partnerships-with-a-flexible-culture/#405470764054
Leaonard Greenhalgh. Managing Strategic Relationship: The Key To
Business Succees. ( Copyrigth © 2001). Retrieved from https://www.scribd.com/read/224457826/Managing-Strategic-Relationships-The-Key-to-Business-Success
Apple, Cisco Unveil Business Partnership: Collaboration is aimed at
spurring sales of iPhones, iPads to businesses. ( 31 August 2015 ).
Retrieved from https://www.wsj.com/articles/apple-cisco-unveil-business-partnership-1441044139