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Powerful Partners

Why do it yourself when you can have someone else market your invention?

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This story appears in the April 2000 issue of Entrepreneur. Subscribe »

When the time comes for inventors to sell new products, theyfrequently head down the same, predictable path: targeting smallmarkets and getting small footholds. Eventually, expanding theirsales network becomes a top priority-and that calls for tobig retailers. face some marked disadvantageshere: they only have one , and they aren't big enough toguarantee delivery.

How can inventors get around this problem? By private-labelingtheir products. In this arrangement, inventors market theirproducts under another company's name. Inventors benefitbecause their products are supported by the power of anestablished company. Private-label partners benefit because therelationship broadens their product line, which enhances theircompetitiveness.

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