Innovation: the technology platform

REUTERS/Issei Kato

Once the value proposition established and the diversification strategy defined, winelivery had two opportunities to penetrate this new B2B market: either by developing the needed capabilities internally (what is called organic development or the “do it yourself” approach) or by acquiring other companies or establishing strategic alliances, in order to benefit from synergies. As a general rule, on the one hand, a firm with a new strategy decides to go for an organic development if it has no availability constraints, i.e. no need to look for partners that might help them in a specific sector or context or whose capabilities are complementary. On the other hand, a firm will privilege a merger or an acquisition when it recognizes a value added in combining the capabilities with the merged or acquired firm, being them strategic, financial or managerial.

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