In reading “ Shaw deal for CanWest TV assets a content gamble” by Lain Marlow writing for the CTV news, best describes how ones companies purchase relates to from business to business perspective. Marlow tells that Shaw Communications has purchased CanWest Global Communications for the amount of $2-Billion dollars. (Marlow) With Shaw purchasing CanWest, using this entire company would be capital equipment. CanWest will be the large equipment used in the production process that requires significant financial investment. (Dwyer 12) For Shaw to be going into the wireless service they would need to understand the market. Many organizations begin with their vision- the reason why the organization was created. (Dwyer 19) Shaw’s vision is “ We, the leading entertainment and communications company, deliver exceptional customer experience through outstanding people sharing Shaw Values”. (Shaw) With looking at the vision, Shaw wants to continue to expand its communication company, and live up to be the leading company, but this is not obvious to others in the industry that have made this approach that this is a road to success. Analyst point out dabbling in convergence has added little value to the core distribution businesses of several telecom companies. (Marlow) These analysts suggest that this may cause the company to lose value if it does not to live up to expectations like other wireless companies that are already available. Shaw president, Peter Bissonnette tells financial analyst “This is not about convergence, this is about multiple platforms. The kind of content that we’re going to be able to acquire will help us differentiate our wireless product.” (Marlow) Business marketers must recognize that the demand for their products and services is derived demand. (Dwyer 16) This goes well together as Bissonnette wants this new service and product to be a