西交大MBA战略管理讲义9.pptVIP

Chapter 9 Cooperative Strategy zymbaclass@ Partnerships between firms are combined to pursue mutual interests to Develop Manufacture Distribute Goods Services Firm A Firm B where their Core Competencies Capabilities Resources Strategic Alliances Example: Xi’an Janssen Pharmaceuticals . Example: Chrysler and Mitsubishi Automotive Example: Chrysler’s supplier network Types of Strategic Alliances Independent firm is created by the joining assets from two other firms where each contributes X% of the total Joint Venture Partnership where the two partners do not own equal shares Equity Strategic Alliance Contract is given to supply, produce or distribute a firm’s goods or services (without equity sharing) Non-Equity Strategic Alliance Reasons for Alliances by Market Type Slow Cycle Market Gain access to a restricted market Establish franchise in a new market Maintain market stability Standard Cycle Market Gain market power Gain access to complementary resources Overcome trade barriers Meet competitive challenge Pool resources for large projects Learn new business techniques Fast Cycle Market Maintain market leadership Form an industry technology standard Share risky RD expenses Overcome uncertainty Increase speed of product, service or market entry Corporate-Level Diversification Alliances Synergistic Alliances Franchising Types of Strategic Alliances Business-Level Complementary Alliances Competition Reduction Alliances Competition Response Alliances Uncertainty Reduction Alliances Partnerships that build on the complementarities among firms that make each more competitive Complementary Strategic Alliances Supplier Value Chain Buyer Value Chain Include distribution, supplier or outsourcing alliances where firms rely on upstream or downstream partners to build competitive advantage Types of Business-Level Strategic Alliances Vertical Alliance Example: Japanese manufacturers rely on close relationships among suppliers to implement Just-In-Time inventory systems Used to