Successful Partnering In Convergent Environment: Product Complements Development Case

Convergence is an apparent trend in current technological and business environment bringing the need for fundamental changes in companies’ innovation activities and operational practices. This paper focuses on product complements convergence type, which has general practical importance especially to technology and innovation management, and product development. Convergence in complements takes place when previously unrelated products become complementary and create greater value to the consumer if used in combination. Complimentary products come from different related industries, and companies enter new value systems to exploit technological opportunities. Often the key focus of collaboration is product interoperability and technical standards enabling products to work together. This type of cooperation is often called coopetition, when cooperation and competition happens at the same time. Partners cooperate in setting industry standards and developing added value to customers but compete for created surplus in the value chain.