Case Study

Building partnerships: Reinventing Oracle's go-to-market strategy

13 pages
July 2003
Reference: IMD-3-1259

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.

Co-opetition, Mass Partnering
Field Research
© 2003
Available Languages
Related material
Teaching note, Video
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