A paradigmatic alliance-building project was completed in the B2C market of sporting goods and services. It is part of a collaborative corporate partnering agreement. The goal was to drive businesses to a superior level of value generation that simultaneously had to increase the revenue and market share of the companies.

This expansion model was possible due to the discovery of the functionalist principles of social and business catalysts and of alliances that allowed building the necessary binary actions that made catalyst work maintaining the total autonomy of the business involved. It was based on the building of external catalysts based on complementary alliances.

In plain language, catalysts are business objects that have the capacity to influence the environment, developing actions following the natural timing of processes and satisfying the latent needs of the parts involved.

In this case, and in most cases of business catalysts, it was necessary that the catalysts were based on the satisfaction of a “greater good” to have the necessary influence without competing with the companies involved.

About Social and Business Catalysts (*)

Social and business catalysts expand possibilities and accelerate processes. Based on their functionality, there are four types of behavioral catalysts: Conjunctural, Specific, Systemic and Generic. Dysfunctional catalysts inhibit processes instead of accelerating them. The levels of acceleration catalysts introduce in processes, depend on the specificity of their functions.

1. Generic catalysts accelerate the functionality of institutions or organizations. Their acceleration is (+)
2. Systemic catalysts accelerate the functionality of functions and roles. Their acceleration is (++)
3. Specific catalysts accelerate the functionality of processes. Their acceleration is (+++)
4. Conjunctural catalysts accelerate the functionality of conjuncture driven processes. Their acceleration is (++++)

The dysfunctionality of catalysts, because they are inconsistent with the environment or because they don’t have the necessary influence on it, deaccelerates social and business processes. The pilot testing of catalysts ensures their functionality. (*) Research developed at The Unicist Research Institute

The construction of these alliances has the advantage, that they allow the building of long-term relationships that expand the business of the parts involved without interfering in the actions of the individual companies.

This is an expansion model that fits into all the companies that allow building complementary alliances. It does not fit into supplementary alliances. 

Martin Alvaro
Scientific Dissemination Committee
The Unicist Research Institute

NOTE: The discovery of the functionalist principles allowed managing the root causes of problems, the functionality of things, and the necessary binary actions to make things work. This is a new stage, we invite you to experience their use at a personal level. Download