Collaborations between firms and suppliers are often beneficial—but they can also be risky. A new Journal of Marketing study finds that misaligned product co-development contracts significantly derail firm innovation.

Read an in-depth recap of this research here: https://www.ama.org/2024/03/05/the-dangers-of-misaligned-product-co-development-contracts-and-how-they-can-derail-innovation-in-high-tech-firms/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231222269

Reference: Nehal Elhelaly and Sourav Ray, “Collaborating to Innovate: Balancing Strategy Dividend and Transactional Efficiencies,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: innovation, supply chain, governance, marketing

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM

How Should a Firm Collaborate with Suppliers to Co-develop Products?