It can be hard for entrepreneurs to get their heads around what a strategic alliance can look like. After all, what could a small entrepreneurial venture offer to a big corporation?
A good example can be seen in a new alliance that involves one of my former students from the University of St. Thomas. From the New York Times:
Is it possible for a global corporation to become a local favorite?
Origins is about to find out with its new concept store here where shoppers are encouraged to linger over a mug of steaming tea, get a free chair massage and appreciate a kind of slow beauty experience a world apart from a quick jaunt at a department-store counter.
“There are so many different pieces to this store that invite you to enjoy the lifestyle, enjoy the tea and incredible organic food, wellness services and experience the new products,” said Jane Lauder, the senior vice president and general manager of Origins, part of Estée Lauder Companies.
Paul Cattin’s business Pekoe Sip House, which operates two retail stores in Colorado, is providing the tea shop for this new concept.