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Strategic alliances can deliver true innovation, creating new categories, rejuvenating consumer interest and driving organic growth, writes Roman Cylkowski. Examples of selecting the right partner to turn that vision into value are Philips and Groupe SEB, which have joined forces with leading brewers to deliver the ideal home draft beer systems.

1 Aug 2007

Those alliances that are focused on powerfully branded, easy-to-experience innovations designed around the consumer allow for premium pricing and are drivers of growth. Being at the forefront of identifying shifts in consumer behaviour is essential to capitalising on that next great idea.

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