国际商务课件纯英文版第八章.ppt

Chapter 8 International Strategic Alliances “The busy schedules of the increasing number of dual-career families have also spurred demand for prepackaged foods.” The European Cereal Wars Globalization can be a very expensive process, particularly when a firm must perfectly coordinate RD, production, distribution, marketing, and financial decisions throughout the world in order to succeed. International Corporate Cooperation Such forms of cooperation are known collectively as strategic alliances, business arrangements whereby two or more firms choose to cooperate for their mutual benefit. A joint venture is a special type of strategic alliance in which two or more firms join together to create a new business entity that is legally separate and distinct. Benefits of Strategic Alliances As summarized in Figure 8.1, international business may realize four benefits from strategic alliances as follows: Emerging Opportunities The Ups and Downs of Market Entry Scope of Strategic Alliances The scope of cooperation among firms may vary significantly, as Figure 8.2 illustrates. Sea Launch: A Match Made in the Heavens Comprehensive Alliances arise when the participating firms agree to perform together multiple stages of the process by which goods or services are brought to the market: RD, design, production, marketing, and distribution. Moreover, by fully integrating their efforts, participating firms in a comprehensive alliance are able to achieve greater synergy through sheer size and total resources. Functional Alliances A Production Alliance is a functional alliance in which two or more firms each manufacture products or provide service in a shared or common facility. A marketing alliance is a functional alliance in which two or more firms share marketing services or expertise. This time we will see the alliances in the sky A Financial Alliance is a functional alliance of firms that want to reduce the risk associated with a project. In an RD all