Intermediary Customer Purchasing from the Product Producer

Sell Steps: Sell steps include the activities Intermediary customers take in selling and delivering the product to their customers. These activities include their own customer recruitment and product delivery.

A.
Knowledge: Add knowledge

2. Relative benefits – Help customers understand the unique benefits of your product

b. Establish reputation for brand
Draw on reputation of existing products

Combine product with strong brand of another firm

No.	SIC	Year	Note
1	3577	2002	EMC Corp. and Dell are creating a plan for Dell to make a low end storage box designed by EMC.
2	3663	2004	In order to thrive, the DVR innovator TiVo needs an alliance with at least one major cable firm. However, a possible deal with Comcast has fallen through. While DVR technology was limited to two firms including TiVo just a few years ago, now all cable firms hope to offer the service with products made by other manufacturers. The company does have a licensing deal with DirecTV; half of its users come through this partnership. While TiVo has the best product, the high licensing fees that it demands discourage partnerships from forming.
3	5092	2000	Partnerships with existing pet supply chains may prove critical. Petopia.com is 20% owned by Petco. The company figures it has a big cost advantage over Net upstarts. Petopia can have a new distribution center up in a couple of weeks as opposed to a couple of months, at a cost of $1 million vs. $7-9 million.
4	5731	2004	When Hewlett-Packard jumped into the $24 billion copier market last year, it made a point of wooing Ikon, the office equipment giant. The printer maker is well-known among techies, but those aren't the people who usually buy copiers. That job usually falls to office-manager types. To reach them, HP should have office supply dealers like Ikon on its side.
5	5999	2001	Amazon, the Web's leading retailer, recently said it would take over the online sales of bookseller Borders, one of the largest offline retailers in the U.S. The pair will relaunch a co-branded Web site this summer. Amazon will handle all of the transactions inventory and product ordering. Borders will be responsible for the content and direction of the new site.
6	5999	2001	Last year, Amazon made a deal with leading toy retailer Toys "R" Us to co-sell Toys "R" Us's products through the Amazon retail website.
7	5999	2001	Amazon, the Web's leading retailer, has held discussions with Wal-Mart Stores and Best Buy to beef up their Web sites. With 22.8 million visitors in March, Amazon could help other retailers increase their online traffic and sales.
8	7372	2003	As a part of a wide-ranging deal, Microsoft and AOL agreed to collaborate on long-term digital media initiatives. The two companies will work to create new business models for distributing digital content, such as music and video content, to consumers using Microsoft's digital rights management technology.
9	7372	2004	Microsoft, a software giant, is trying to elbow aside rivals who have pioneered new markets. It has announced a new deal with Comcast to offer new digital cable set-top boxes loaded with Microsoft software.
10	7841	2005	The DVD-rental pioneer Netflix is hoping to fend off rival Blockbuster with a new agreement with Wal-Mart. The giant chain agreed to end its online subscription movie-service and instead promote Netflix to its customers. In turn, Netflix will promote Wal-Mart's more successful DVD sales business to its subscribers. The deal comes at a time when Netflix is facing increasing competition from rival Blockbuster. Meanwhile, cable and satellite TV providers have begun offering video-on-demand and Internet-TV services that could affect DVD sales and rentals in the future.

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