With The Reciprocity Advantage by Bob Johansen and Karl Ronn, another book on a "new way to partner for innovation and growth" joins the hundreds already on bookstore shelves. Given that these works tend to converge on common, widely accepted practices-build a cross-functional team, enable the team, take risks, think strategically-readers might be forgiven for asking whether we need yet another volume on the topic. This book, however, charts new ground. Where other works advise that assets-and especially intellectual assets-should be fiercely guarded as sources of competitive advantage, Johansen and Ronn argue for the value of giving away some assets. By sharing strategically selected assets with complementary partners, companies can generate new corporate strengths, capture new market share, create competitive advantage, and deliver profitable growth. This is the essence of the reciprocity advantage.
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