Examples
New biotechnology firms often lack the complementary assets to commercialize their innovations and thus form collaborative partnerships with large incumbent firms who do possess the necessary complementary assets such as manufacturing capabilities, marketing channels, brand name, etc. (Rothaermel, 2001)
RC Cola was the first firm to commercialize both diet cola and cola in a can. However, rivals Coca Cola and Pepsi soon imitated this and beat RC Cola out of the market based on their superior marketing capabilities and brand name recognition, i.e. their complementary assets (Teece 1986) .
Read more about this topic: Complementary Assets
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