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IT services companies, customers and technology providers are reinventing how they work together in a partner ecosystem strategy. A growing number of engagements feature closer relationships, a focus on business outcomes and a willingness to create entirely new offerings. Such collaborative approaches operate under several labels: co-innovation, generative partnering, co-creation, service creation and strategic partnerships. The terms carry different shades of meaning, but stem from the same forces. Technical complexity, time-to-market demands and IT skills shortages encourage alliances rather than DIY approaches. The impetus to rethink partnerships is particularly strong among enterprise customers that rely on technology to power their core business models. Such companies seek relationships that offer innovation rather than off-the-shelf technology offerings. Service providers, meanwhile, believe the newer collaborative approaches foster long-term customer relationships, zero in on customers' specific needs and accelerate ...