西交大MBA战略管理讲义9.ppt

Chapter 9
Cooperative Strategy
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Partnerships between firms
bined to pursue
mutual interests to
Develop
Manufacture
Distribute
Goods
Services
Firm A
Firm B
where their
Core
Competencies
Capabilities
Resources
Strategic Alliances
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Example: Xi’an Janssen Pharmaceuticals .
Example: Chrysler and Mitsubishi Automotive
Example: Chrysler’s work
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
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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 plementary resources
e trade barriers
petitive challenge
Pool resources for large projects
Learn new business techniques
Fast
Cycle Market
Maintain market leadership
Form an industry technology standard
Share risky R&D expenses
e uncertainty
Increase speed of product, service or market entry
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Corporate-Level
Diversification Alliances
Synergistic Alliances
Franchising
Types of Strategic Alliances
Business-Level
Complementary Alliances
Competition Reduction Alliances
Competition Response Alliances
Uncertainty Reduction Alliances
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Partnerships that build on plementarities among firms that make each petitive
Complementary Strategic Alliances
Supplier Value Chain
Buyer Value Chain
Include distribution, supplier or outsourcing