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Working on your relationships: conference looks at preventing heartache in strategic alliances

  • 25 October, 2004 12:46

<p>Many firms get involved in alliances assuming that they can accomplish
more with less effort, but dysfunctional relationships in business, as
in private life, can cause a lot of heartache.</p>
<p>That's the focus of an international conference being held in Sydney on
Tuesday 16 November, "Managing Marketing and Channel Alliances for
Growth", jointly organised by ICAN Research at the University of
Technology, Sydney and the US-based Association for Strategic Alliance
Professionals (ASAP).</p>
<p>Conference organiser and Deputy Director of ICAN (Innovative
Collaborations, Alliances and Networks), Dr Siggi Gudergan, said the
conference, involving some of the world's leading executives and
academics working on alliances, would zero in on alliance management and
strategies for enhancing the success of partnerships.</p>
<p>"There's often an expectation that sales and profits will increase
through putting in place marketing and channel alliances," Dr Gudergan
said. "Too often, however, managers eventually realise that they're not
reaping the full potential of these alliances and that it requires very
specific competencies to manage them.</p>
<p>"There can be pitfalls in dealing with conflict between the partners and
lack of support from senior management and the board, right down to not
being absolutely clear how an alliance will relate to core business
strategy and contribute to growth."</p>
<p>Key presenters at the conference, to be held at the Stamford Plaza,
Double Bay, include:
· Bronwyn Hastings, Vice President World Wide Alliances and Channels,
Oracle Corporation
· Tony Wright, Marketing Manager, Cisco Systems Australia and New Zealand
· Pascal Grant, Regional Director, Intel Corporation
· Professor Peter Ring Smith, Loyola Marymount University, Los Angeles, USA
· Professor Marjorie Lyles, Kelley School of Business, Indiana
University, USA
· Professor Stewart Clegg, Director, ICAN Research, University of
Technology, Sydney</p>
<p>ICAN Research, based in the UTS Faculty of Business, researches and
develops the theory and practice of collaborations, alliances and
networks for the benefit of organisations across the private, public,
community and not-for-profit sectors.</p>
<p>ICAN has recently joined forces with ASAP to create the Australasian
ASAP/ICAN Chapter to support the work of alliance professionals in the
region. Industry support for the Australasian Chapter includes companies
such as Oracle.</p>
<p>Managing Marketing and Channel Alliances for Growth
Date: Tuesday 16 November
Time: All day, registration at 8am
Location: Stamford Plaza, Double Bay, 33 Cross Street</p>
<p>Further Information:
Dr Siggi Gudergan, (02) 9514 3530 or
Amanda Moroney, 0403 029 406</p>

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