Aegis Analytical Corporation was founded in 1995 by Gretchen L. Jahn and Justin O. Neway founded Process Manufacturing provide software and consulting services for pharmaceutical and biotech manufacturers. Aegis developed a software that quickly compile different data in a single report. Within minutes, the program develops reports on drug testing and processing quality, which could take months before to compile. With a target group of large pharmaceutical manufacturers, Aegis knew it … Read more »

Aegis Analytical Corporation was founded in 1995 by Gretchen L. Jahn and Justin O. Neway founded Process Manufacturing provide software and consulting services for pharmaceutical and biotech manufacturers. Aegis developed a software that quickly compile different data in a single report. Within minutes, the program develops reports on drug testing and processing quality, which could take months before to compile. With a target group of large pharmaceutical manufacturers, Aegis knew it faced a challenge, “in the door” of the company and convince you that their software would Aegis and around for a while. To assist in marketing, two Aegis formed alliances with two companies that sell complementary products and manufactured pharmaceutical manufacturing companies. Although there were benefits to the partnership with these divisions of Honeywell and Rockwell, especially the visibility and credibility that these great names available, developed many disadvantages. Most important is that the Aegis was just one of many products that Honeywell or Rockwell would promote. Although there were incentives designed to promote Honeywell and Rockwell Aegis of the product to promote, after a year of strategic alliance had not conducted a sale of Aegis software. Aegis founders were still faced with decisions about whether they with one or both of the alliances. If they chose to the alliances that she could do as a small business to their much larger partners to promote the Aegis encourage further product? If they want to terminate the covenants, they can only rely on their internal sales staff to promote appropriate and sell their products? What would be the impact on their reputation not through partnership with Rockwell and Honeywell to be? Another option might be to try to build new alliances? If so, what steps should you take to increase the likelihood of success?
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from
Paul M. Olk,
Joan Winn
Source: North American Case Research Association (NACRA)
15 pages.
Release Date: 1 January 2005. Prod #: NA0117-PDF-ENG
Aegis Analytical Corporation Strategic Alliances HBR case solution

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