Managing complements

In business, as in war, "know yourself" and "know your enemy" have long been rules number one and two. But today, a third maxim "know your friends" or complementors is steadily moving up the list. Complementors provide products or services that increase your offerings' value in customers' eyes, be it software for hardware, peanut butter for jelly, or gas stations for cars. While the benefits that complementors bring to the table are well understood, the potential for conflict is still frequently overlooked.