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Strategic Alliances and Networks (Fach) / Lecture 5 (Lektion)
- What are interorganisational relations? (Contracts, equity, entity (CEE)) Contractual relations : Traditional contracts (Arm's length, franchising, licensing) Relational Contracts (Joint R&D, product dev, production, marketing, distribution and sales, long term supplier agreements) Equity Based Minority equity alliances (without new entity) (Minority equity agreements, mutual equity participation) Equity joint venture (creation of new entity) (JV as subsidiary of one partner, JV with asymmetric equity stakes of partners, 50/50 JV) Termination of existing organisation (Acquisition, Merger)
- What are the main types of alliances? Non-Competing firms International expansion JV Vertical partnerships Cross-industry agreements -> Criteria used: growth and expansion Competitors Shared supply alliances Quasi concentration alliances Complementary alliances -> Criteria used: Partner contribution and alliance output
- What is the nature of International Expansion JV? Partners originate in different countries Market access Reasions: government regulations, intricacies of market, local knowledge Example: Neva-Chupa Chups
- What is the nature of a vertical partnership? Two successive stages in the production process cooperate (supplier-buyer) Supplier participates in design, is transferred full responsibility, exclusive relationship Relative bargaining power is critical Example: sextant avionique- texas instruments, chrysler
- What is the nature of cross-industry agreements? Diversification Facilitate the entry of one partner into the others business create new business, learning, technological, commercial convergence Examples: Lufthansa-DB, Visa-Microsoft, BMW-Rolls-Royce
- What are parameters to design alliances?(Selection) Type of contract use of equity own entity(JV)number of partners Scope of the alliance (markets, time span, functions, activities involved and linked to alliance) adaptation of the alliance/termination and exit options Organization of the alliance: Coordination, control (performance measurement), incentive mechanisms, Structure
- What are the influencing factors of the design of alliances? Size Culture Firms alliance management capabilities alliance size uncertainty risk trust aims scope power relations external environment( e.g. law)functions included levels of organizations included
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