Abstract

The caselet examines how the company made use of web-based channel partner support strategies to add greater value to its customers and extend the longstanding partnerships with both its hardware and software partners. It also throws light on the expansion of HP’s collaboration with AMD for building better and more powerful servers and workstations to help HP’s customers solve their toughest business challenges.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The growing importance of relationship management with channel partners in industrial marketing
• Implementing a web-based program structure as part of its channel support strategies
• Importance of developing both transactional and collaborative relationships with channel partners. Developing a portal for educating, commu-nicating and acting as a collaborating forum between AMD and its channel partners
• and Need for raining program to develop a network of well-educated system integrators.

Keywords

Advanced Micro Devices (AMD), Microprocessors, Flash memory devices, Communications, Fortune, Channel partner support strategies, customer value, Direct market resellers, Value-added resellers, Solution integrators, Information technology outsourcers, Transactional relationship, Collaborative relationships, AMD RetailPro, Store management, Amazon.com, Best Buy, Sears, Wal-Mart, Online promotions, Sales tools, Competitive differentiation, Product collateral, Online product training, Customer-centric innovation, technology collaborations, Microsoft, Oracle, IBM, HP, eServer 325, IntelliStation A Pro, Sun Fire V40z, Product life cycle, AMD64, India