Once upon a time, there were the corporate giants and then there were others. The market was populated with corporations who were in competition with just themselves. MTN was the rival to Etisalat (now 9mobile), and Shell was the competition for Total. For jobseekers, the larger the company the better. Everybody wants to work for the multinationals who are the most popular. Fast forward a few decades, and so much has changed; professionals have left organisations to set-up their own businesses and carved a niche for themselves on the path of entrepreneurship.
From the perspective of the larger corporations, it’s a strategic and cost-effective way to engage a uniquely defined target market, without compromising the legendary brand they have built over the years. The truth is, they are losing touch with modern consumers. It makes great business sense to join forces with entrepreneurs who are pioneering the capturing of new consumer trends. This partnership will not only breathe new life into their brand, but they will also have the global footprint acquired through their affiliation-partnership with the start-up.
It boils down to synergy for strength!
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