Building partnerships: Reinventing Oracle's go-to-market strategy
The case charts the strategic shifts in the go-to-market strategy of Oracle Corporation with thousands of go-to-market partners, of varying sizes and business models, of which many were also their fiercest competitors. In the past, Oracle’s own sales force had played a dominant role in its go-to-market strategy, however the new millennium brought changing market dynamics, and thus partnerships were becoming increasingly important to Oracle’s success. Therefore, Oracle was forced to consider how to reinvent their partnership strategy.
2003
Cranfield University
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Harvard Business School Publishing
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NUCB Business School
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