The partner begins to do things on his own. This presents a huge challenge for the small company, that does not have the resources to fight, especially if the partner is a large company. You can't live without them, but it's difficult to live with them, especially in a service or distribution business. It is for this reason that Schultz chooses not to align with an advertising agency or another graphics firm. Desai said the best alliance is that which is created with the customer, who knows his needs and his plans for growth.
Customers can be the best sources of new ideas for products and services.
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