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Surówka-Marszałek Danuta (Wydział Zarządzania)
Znaczenie partnerstwa i aliansów na rynkach zaawansowanych technologii i innowacji
The Significance of Partnerships and Alliances on High-technology Markets
Zeszyty Naukowe / Uniwersytet Ekonomiczny w Krakowie, 2008, nr 757, s. 19-34, bibliogr. 19 poz.
Marketing partnerski, Technologia, Innowacje, Alianse strategiczne
Partnership marketing, Technology, Innovations, Strategic alliances
Dokonano przeglądu powiązań pomiędzy dostawcami i odbiorcami na rynku przedsiębiorstw najważniejszych dla wzajemnych relacji. Podjęto próbę wyznaczenia ważniejszych czynników determinujących przebieg tych relacji. Przedstawiono ich wpływ na ostateczny rezultat wymiany odbywającej się między kupującymi i sprzedającymi, jakimi są satysfakcja i zadowolenie klienta.

This paper focuses on highlighting the place and role of partnership cooperation on high-tech markets during the process of new product development. In practice, one can often observe alliances both between companies that offer competitive products and those that deliver complementary elements or components. Partnership gives companies access to all kinds of skills and methods that are different from the ones they possess, thanks to which the duration of product development can be shortened and costs lowered. There are many reasons behind the need for partnership on high-tech markets. The main areas that the author tackles in this paper are: establishing the range of possible partnership, the benefits that can be derived from products created thanks to partnership, and the risk and success factors stemming from that relationship. The research presented in this paper shows that creating value for customers and their achieved level of satisfaction play an important role in the process of creating inter-organizational relations. This enables cooperation within an R&D programme, which can be the basis for building a new technology portfolio on high-tech markets. (original abstract)
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