Question 1:

Philips’ strategic alliances program is a major part of its business. The company collaborates with more than 30 leading corporations in its various operating sectors, to provide new products and services. Numerous representative examples are described below.

Together with Nivea, as part of their Nivea for Men cosmetics line, Philips has designed a shaver that dispenses conditioner directly onto the skin, to facilitate shaving and make the daily shaving routine easier.
With crystal maker Swarovski, Philips has developed a rage of sonic accessories and USB storage devices that merge their state-of-the-art technology with the elegance of the Austrian firm.
Collaborating with Belgian brewer InBev, which owns major brands such as Budweiser, Stella Artois and Beck’s, Philips has created a home beer tap system, to offer bar-style beer at home.
Working with coffee company Marcilla, Philips has produced a fast, easy-to-use single capsule coffee maker, which, unlike Nespresso machines, includes a fresh milk dispenser and steamer that provides a frothy milk layer.
Philips and BASF recently presented a solar car roof that illuminates the cabin while processing incoming light to become transparent, translucent or even opaque. It also includes photovoltaic cells that provide power. The luminescent panels—only 1.8 mm wide—were made possible by organic light-emitting diodes (OLEDs) fabricated by Philips and organic materials provided by BASF.
In the health services area, Philips, with its iSitePACS system, has collaborated with Microsoft, with its Amalga platform, to facilitate the work of radiologists by bringing together all of the hospital records for a given patient. This obviates the need for specialists to consult various sources of information, enabling them to dedicate their time to analysis and diagnosis.
Philips has also worked with the Irish firm Aerogen, to develop the NIVO Nebulizing System, which enables patients with breathing problems to receive non-invasive ventilation, by mask, rather than invasive ventilation, by endotracheal tube.
Lastly, Philips and NeuroCall, Inc. have collaborated to provide Telestroke services to various hospitals in the USA: Philips offers its advanced telemedicine systems, and NeuroCall, the expertise of its remotely located neurologists, enabling faster diagnosis for crucial case.

Adapted from: Turiera and Cros (2013)[footnoteRef:1] [1: Turiera, T. and Cros, S. (2013). Co Business. 50 Examples of Business Collaboration. Co-Society. Infonomia. Barcelona. ]

Reference the above case, discuss in 750 words the six dimensions of aims that Philips has mainly adapted in its various collaborative ventures.


1. To answer the query of this question, you need to explain the six dimensions of aims along with their elements from a theoretical perspective.
1. Reflect on the case and discuss Philips collaboration ventures in line with the six dimensions. Refe

File Attachment

Managing to Collaborate

This ground-breaking text is concerned with the management of situations in which
people have to work collaboratively with those in other organizations. The last few years
have seen an explosion of inter-organizational working throughout different continents.
Collaboration between organizations can address issues such as economic development,
health, the environment, risk sharing, supply chain efficiency and human resource
management. It is an activity that touches almost every aspect of business and social life.

The authors of Managing to Collaborate combine rigorous theory with practical
examples to create a one-stop resource for academics, managers and students studying or
working in collaboration. The key features of the book include:

■ theory drawn directly from practice
■ rich theory explicated in simple language so it talks to everyone interested in

■ a coherently developed understanding of the challenges in collaboration based on

careful research.

Chris Huxham is Senior Fellow of the Advanced Institute of Management Research
(AIM) and Professor of Management at the University of Strathclyde Graduate School of

Siv Vangen is Senior Lecturer at the Open University Business School and Honorary
Senior Lecturer at the University of Strathclyde Graduate School of Business.

Managing to Collaborate
The theory and practice of collaborative advantage

Chris Huxham
and Siv Vangen


First published 2005 by Routledge 2 Park Square, Milton Park, Abingdon, Oxon OX 14 4RN

Simultaneously published in the USA and Canada by Routledge 270 Madison Ave, New York,
NY 10016

Routledge is an imprint of the Taylor &Francis Group
This edition published in the Taylor & Francis e-Library, 2005.

“To purchase your own copy of this or any of Taylor & Francis
or Routledge’s collection of thousands of eBooks please go to”

© 2005 Chris Huxham and Siv Vangen

All rights reserved. No part of this book may be reprinted or reproduced or utilized in any form or
by any electronic, mechanical, or other means, now known or hereafter invented, including

photocopying and recording, or in any information storage or retrieval system, without permission
in writing from the publishers.

British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library

Library of Congress Cataloging in Publication Data Huxham, Chris. Manging to collaborate : the
theory and practice of collaborative advantage/ Chris Huxham and Siv Vangen. p. cm. Includes
bibliographical references and index. 1. Strategic alliances (Business). 2. Partnership. 3. Business

networks. I. Vangen, Siv (Siv Evy), 1964– II. Title. HD69.S8H89 2005 658′.044–dc22

ISBN 0-203-01016-7 Master e-book I

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