Strategic Partnership Analysis for Responsetek Networks Corp.

ResponseTek operates in the Customer Experience Management (CEM) software industry, which is showing strong growth and increasing competition. As competition for market share accelerates, it is expected that partnerships will form an important growth strategy. To strengthen its competitive advantage, ResponseTek must gain access to complementary assets that belong to incumbent firms in three related industries, namely, market research, customer relationship management (CRM) and business intelligence (BI). This research investigates these industries for potential partnerships, and makes recommendations on specific partners and strategic actions for ResponseTek to consider. Recommendations from this research include integrating BI technology to address core product gaps, and forming partnerships in the market research and CRM domains, sequentially or concurrently, depending on resource availability. This partnership strategy will establish new sales channels and provide growth for ResponseTek. Finally, the firm must adjust its product roadmap to strengthen its organizational alignment with new channel partners.