Complementary Assets
In the context of
business / product strategy, complementary
assets are required to productize / commercialize new products
/ product enhancements. Complementary assets include distribution channels, sales and marketing expertise,
cost-effective on-shore / off-shore development / manufacturing facilities,
IT (Information Technology) infrastructure, on-shore / off-shore customer support centers, etc. Product strategy frequently
requires outsourcing contractual relationships between the product manufacturing
company and a separate firm which owns most of the complementary assets
needed to distribute / sell / support the product.
For a good discussion on the role played by
complementary assets in commercializing product innovations, please refer to the
1986 article titled "Profiting from technological innovation: Implications
for integration, collaboration, licensing, and public policy" by David J. Teece.
For real-life applications of this buzzword vis-a-vis related buzzwords like tight appropriability and speed, please listen to our podcast on Five C's.
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