国家商务英语Unit 3.ppt

Unit 3 Non-Export Entry Mode Strategic Alliance Goals of the Unit Identify the main forms of strategic alliance Compare and analyze the advantages and disadvantages of these forms for businesses Warming-up questions What are the ways of a business introducing its products into foreign markets ? Dose exporting always work? If not, how can a firm circumvent the trade barriers to enter the foreign market? Read the text and find out How many forms of Strategic Alliances? What are they? Do you Know the Chinese Versions? 1. Forms of strategic alliance Strategic Alliance Necessity: No company is self-sufficient because of technology impinge International trade grows so complex that firms can’t thrive exclusively in domestic market Sharing cost and resources become necessary because of scarcity and globalization Definition: A formal collaboration agreement between companies to pool, exchange or integrate resources for mutual gain and strategic objective while remain separate businesses. A mode of inter-organizational relations in making substantial investments. Read the text and underline key word that address Purposes of SA Core dimensions for SA decision SA Purposes and Core dimensions Enhance long-run competitiveness Share technology and market Share large investment in RD Accelerate ROI Spread risks Achieve economies of scale, specialization and rationalization Co-opt competition Compatible goals Strategic advantages Interdependence – creativity and non-substitutability Commitment – devotion and trust Communication and conflict resolution Coordination of work Planning structure, processes, substance Case study: Ford-Mazda Joint Venture What conclusions do you draw from Ford-Mazda alliance? What are the principles for a successful strategic alliance? Principles for a Success of SA Continuous involvement of top management Frequent and informal meetings Use of a match maker Independent in management and technology Mutually bene