Partnership, automotive.
Today, products such as cars, machines or shoes are becoming connected touchpoints. Digital user experience and data expertise determine product demand. Thought the digital workbenches become important partners for the core business. New partnership models are emerging - from product teams that believe in a shared cross-company vision, to in-house agencies, to joint ventures such as those between Audi and Valtech.
This changes the way companies cooperate with service providers. It is no longer a matter of purchasing commodities with a contract for work, but of establishing partnerships with a common value definition. But the establishment of these partnerships is hardly supported by the usual tendering processes. Mutual trust is achieved especially through practical work on the product. The culture of the service provider is decisive and becomes an important selection criterion. To what extent does an agency have the experience and the right mindset for interdisciplinary work? The way the client and the service provider work is becoming more interwoven. All participants must be willing to invest in the development process and improve it further. In the end, not only a product is created as value, but also the jointly functioning organization.
The change from project to product orientation requires a rethink in the cooperation between companies and their service providers. Companies should create the framework to encourage the exchange between disciplines and give agencies the chance to become real partners in their core business.
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