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View credit conflicts competitively

188Partnerships enable organizations to achieve their vision, and most of the time they look great on paper. But all too often the cultures clash, conflict reigns, and, in the end, everyone loses. While conflict can appear at any stage of the Partnership Continuum, it is especially common during the Storm Stage of Relationship Development, when conflict erupts and must be resolved. If organizations have a past orientation and view the conflict competitively, then losers and winners are created. This dooms any hope of synergy moving the partnership into the creative zone.However attractive a partner may appear, making the partnership work takes time and effort. Companies do not have many problems becoming partners, but they often run into trouble managing their partnerships.

I’ve been on the inside with some of the largest conglomerates in America before, during, and after celebrated mergers and takeovers, and I’ve witnessed both success and bloody dissolution. The human factor is the most powerful variable in the fate of a partnership. How the people who make up these organizations build relationships and accomplish critical tasks invariably determines the outcome of the partnership.

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Factors intensifying credit competition

Decision-makers should be able to recognise when competition may arise or when it is gathering pace. Competition can intensify in several circumstances:

When a market is expanding or new, as with computers and software over the past 20 years or with the mobile telecommunications industry during the past ten years.

When the stakes are high and there are big profits (or losses) to be made, notably when there are few organisations in a large market as, for example, with Coca-Cola.

When a market is about to change, perhaps as a result of developments affecting patents and intellectual property rights (for example, when the patent for a drug expires), or political or legal developments, such as privatisation.

When a market is shrinking, especially when there is overcapacity in an industry (usually one that is mature), with firms chasing fewer and fewer customers. This is apparent in a number of long-established manufacturing industries such as ship-building, steel-making and car production.

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