The Getronics Workspace Alliance took part in Alfred Griffioen’s new book: Creating profit through alliances, how collaborative business models can contribute to competitive advantage. The book also contains case studies about Philips, KLM, Shell, Capgemini, among other international companies.

“… if two or more suppliers decide to align propositions, or to refer to each other, or to collaborate in the offering, they can achieve greater relevance for their market.” Explains Griffioen, before giving two pages to the GWA story with an interview to Ivan Vogels, under the chapter Proposition alignment and collaborative offering.

Vogels explains “One of the first tasks was to position the alliance as a separate entity and as an alternative for our large competitors. Apart from the ongoing business wins, one of our first successes was that the alliance was mentioned in the magic Quadrant of Gartner. This is one of the leading market intelligence agencies in our industry. Furthermore, some basic things had to be arranged such as a website and marketing materials”.

“The value of the Alliance for Getronics lies in the extensive sales network and the brand value of the partners. (…) This makes us more competitive, and that is something we see reflected in our results. Our international activities are doing well. The alliance has over 300 large customers throughout the world, of which 35 truly global customers that could not have been served without the alliance”.

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