Question 1: (Weights – 50%) (700 words)

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)

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

Question 2 (50 marks)
Collaborations do not go without episodes. course book/material discussed 10 different episodes that collaborating company can face. In 750 words, explain these 10 episodes from a theoretical perspective. Choose a collaboration of your choice and discuss the episodes that such collaboration has faced. Support your discussion with examples.

• To answer the query of this question, you need to explain the 10 episodes from B325 course book/material. attached
• Clearly identify the collaboration you will be referring to in a small paragraph. Discuss available episodes in the case with supportive evidence; i.e. clear examples.
• Your answer needs to be based consequently on three main elements: relevant B325 course material, and the case you have chosen and relevant external resources related to that case.
• Your discussion needs to be supported with relevant references from B325 course material, case of your choice, and addition external resources you have referred to.
• Your discussion needs to be in an essay format (introduction, body and conclusion).