At the opposite pole from the concurrency strategy
is partnership strategy, which may be increasingly
appropriate as the desired type of supplier moves from
the capacity suppliers category to the intelligence
suppliers category. The company that chooses the
partnership strategy does so to encourage a supplier to
deliver a better performance than the one that it would
otherwise spontaneously deliver (Fenneteau, 1990). In
a partnership strategy, the upgrading of the global
performance and, eventually, the control of transaction
costs by the supplier are contingent upon the buying
firm's continuous loyalty. Without this loyalty, a true
and profitable cooperation (win-win) is unlikely to
emerge.