APRIL 2009

Choose Strong Alliances – But Carefully

Robin Power, Affinity Maker

To generate growth, particularly in these difficult times, it's worth considering a business partnership or less formal alliance. That's the message from Robin Power of consultants Affinity Maker, who puts forward several advantages: a strong partnership can share, spread and minimize both costs and risks; it can drive up shareholder returns and create more value for customers and provide scope to develop new business lines and grow revenue cost-effectively. But don't rush in - careful and honest planning is essential to identify common ground and points of difference, trust must be established and maintained, and shared objectives, mutual benefit and transparency are non-negotiable guiding principles for success.