Strategic Alliances

Strategic alliances Eslsca – MBA - April 2011 By: Mohamed Khalifa Ibrahim International Marketing

Definitions ,[object Object],[object Object],1- D. Cravens, N. F. Piercy, Strategic marketing, 9 th edition McGraw hill 2- David C. Mowery, Joanne E. Oxley, Brian S. Silverman, Strategic Alliances and Interfirm Knowledge Transfer (1996) Strategic Management Journal, Vol. 17, Special Issue: Knowledge and the Firm (Winter, 1996), pp. 77-91

Definitions ,[object Object],1- Association of strategic alliances professionals 2002 2- Economist Intelligence Unit Global Survey 3- Charles Bartling Total business conducted through alliances (2) A co-operative arrangement between two or more parties who combine their strengths to achieve compatible objectives whilst retaining their individual identities and share the risks and rewards. (3)

Strategic alliances ,[object Object],In Average, each fast-growing company is engaged in 5 different types of strategic alliance (1) 1- Columbia University, European Trade Commission, Studies by BA&H, AC.1983-1987, 1988-1993, 1994-1996, 1999 EIU Global Executive Survey Andersen Consulting, Warren Comp. Alliances as Percentage of Revenue for Top 1,000 U.S. Public Corporations (1)

Strategic alliances 1- Economist Intelligence Unit Global Survey EIU/KPMG international 2005. 2- Booz-Allen & Hamilton 1999 Survey of Top 2000 US & European firms Types of partnerships CEO will rely on for increasing market share (1) Priorities for major companies (2)

Motives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Motives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Success factors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1- D. Cravens, N. F. Piercy, Strategic marketing, 9th edition McGraw hill 2- Judith M. Whipple, Robert Frankel Strategic Alliance Success Factors, Journal of Supply Chain Management, Summer, 2000

Mistakes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Types of alliances ,[object Object],[object Object],[object Object],[object Object]

Types of alliances ,[object Object],[object Object],[object Object]

Types of alliances ,[object Object],[object Object],[object Object],[object Object],[object Object]

Examples Successful alliance (Starbucks –Kraft) Unsuccessful alliance (Dockers and American Pacific Enterprises) Starbucks and Kraft had an alliance where Starbucks coffee will be distributed through Kraft only, Both companies will benefit: Starbucks gains quick entry into 25,000 supermarkets in USA, supported by the marketing muscle of 3,500 Kraft salespeople and Kraft tops off its coffee line with the best-known premium brand and gains quick entry into the fast-growing premium coffee segment. Dockers and American Pacific Enterprises (APE) which is working in bedding ensembles, sheets, towels and bath accessories industries, had an alliance, where APE will sell towels and bed accessories with Dockers name on it. There was no benefit for Dockers, but American Pacific Enterprises needed a strong brand image, this unbalanced alliance Lead to a big disaster for Dockers, eventually as their brand image was severely damaged due to this awkward partnering with unrelated products. Leading to eventually ending this alliance .

Strategic Alliances

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