chapter 9
TRANSCRIPT
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Chapter 9: Cooperative Strategy
Overview: Cooperative strategies and why firms use them Three types of strategic alliances Business-level cooperative strategies & their use Corporate-level cooperative strategies in diversified
firms Cross-border strategic alliances’ importance as an
international cooperative strategy Network alliances
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Introduction
Cooperative strategy A strategy in which firms work together to achieve a
shared objective One of 3 means firms use to grow and improve
performance Internal development, mergers and acquisitions, and
cooperation Core and critical parts of firms strategies today Has implications for a firm’s corporate, business,
and international strategy Competitive advantage and above average returns
Collaborative or relational advantages
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Primary Type of Cooperative Strategy:Strategic Alliances
Strategic Alliance A cooperative strategy in which firms combine some of their
resources and capabilities to create a competitive advantage Involve firms with some degree of exchange and sharing of
resources and capabilities to co-develop, sell, and service goods or services
3 major types of strategic alliances Joint Venture
Two or more firms create a legally independent company to share some of their resources and capabilities to develop a competitive advantage
Partners typically own equal percentages and contribute equally to the ventures operations
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Primary Type of Cooperative Strategy:Strategic Alliances
3 major types of strategic alliances Equity Strategic Alliance
Two or more firms own different percentages of the company they have formed by combining some of their resources and capabilities to develop a competitive advantage
Nonequity Strategic Alliance Two or more firms develop a contractual relationship to
share some of their unique resources and capabilities to create a competitive advantage
Licensing agreements Distribution agreements Supply contracts Outsourcing commitments
A separate independent company is NOT established
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Reasons Firms Develop Strategic Alliances
Why firms develop strategic alliances They allow partners to create value that they couldn’t
develop by acting independently They allow partners to enter markets more quickly and
with greater market penetration possibilities Most firms lack the full set of resources and capabilities
needed to reach their objectives They are a prime vehicle for firm growth – mode of
entry into new product or geographic markets
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Reasons Firms Develop Strategic Alliances
Strategic alliances can be used to Reduce competition Gain market power Enhance a firm’s competitive capabilities Gain access to resources and new (restricted) markets Take advantage of opportunities Build strategic flexibility Help the firm innovate Provide for a new source of revenue and for firm growth Enhance organizational response times Gain new knowledge and experiences Overcome trade barriers Establish better economies of scale and scope Lower costs
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Business-Level Cooperative Strategy
Business level cooperative strategies are used to grow and improve firm performance in individual product markets
4 types Complementary strategic alliances Competition response strategy Uncertainty-reducing strategy Competition-reducing strategy
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Business-Level Cooperative Strategy
Complementary Strategic Alliances Firms share some of their resources and capabilities in
complementary ways to develop competitive advantages
Two Types:
Vertical CSA Partnering firms share resources & capabilities from different
stages of the value chain to create a competitive advantage. Horizontal CSA
Partnering firms share resources & capabilities from the same stage(s) of the value chain to create a competitive advantage
Commonly used for long-term product development and distribution opportunities
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Business-Level Cooperative Strategy
Competition Response Strategy Competitive Rivalry
Competitors initiate competitive actions to attack rivals and launch competitive responses to their competitor’s actions
Strategic alliances can be used at the business level to respond to competitor’s attacks
Primarily formed to take strategic actions vs. tactical actions
Can be difficult to reverse and expensive to operate
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Business-Level Cooperative Strategy
Uncertainty-Reducing Strategy Can be used to hedge against risk and uncertainty As examples, entering new product markets, emerging
economies and establishing a technology standard are unknown areas so by partnering with a firm in the respective industry, a firm’s uncertainty (risk) is reduced
Uncertainty is reduced by combining knowledge & capabilities
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Business-Level Cooperative Strategy
Competition-Reducing Strategy Collusive strategies differ from strategic alliances in that
they are often illegal 2 Types
Explicit collusion
Direct negotiation among firms to establish output levels and pricing agreements that reduce industry competition
Tacit collusion
Indirect coordination of production and pricing decisions by several firms, which impacts the degree of competition faced in the industry
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Business-Level Cooperative Strategy
Assessment of Business-level cooperative strategies Used to develop competitive advantages in individual product
markets The integrated resources and capabilities must be valuable, rare,
imperfectly imitable, and nonsubstitutable Vertical alliances have greatest probability of creating competitive
advantage Horizontal alliances are sometimes difficult to maintain since they
are usually between rival companies Alliances designed to respond to competition and reduce
uncertainty are more temporary in comparison with complementary (horizontal and vertical) strategic alliances
Competition-reducing alliances have lowest probability of creating sustainable competitive advantages
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Corporate-Level Cooperative Strategies
Corporate-level cooperative strategies used to help firm diversify itself in terms of products offered or markets served or both
3 Common Forms Diversifying strategic alliance
Firms share some of their resources & capabilities to diversify into new product or market areas
Synergistic strategic alliance Firms share some of their resources & capabilities to create
economies of scope Diversifies the involved firms into a new business in a
synergistic way
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Corporate-Level Cooperative Strategies
3 Common Forms (cont.) Franchising
Firm uses a franchise as a contractual relationship to describe and control the sharing of its resources and capabilities with partners
Franchise: contractual agreement between two legally independent companies whereby the franchisor grants the right to the franchisee to sell the franchisor's product or do business under its trademarks in a given location for a specified period of time
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Corporate-Level Cooperative Strategies
Assessment of corporate-level cooperative strategies Costs incurred regardless of type selected
Important to monitor costs!
In comparison with business-level strategies Usually broader in scope, more complex and therefore more
costly
Can be used to develop useful knowledge about how to succeed in the future
Can lead to competitive advantage if they are managed in ways that are valuable, rare, imperfectly imitable, and nonsubstitutable
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International Cooperative Strategy
Cross-Border Strategic Alliance International cooperative strategy in which firms with headquarters
in different nations combine some of their resources and capabilities to create a competitive advantage
Why cross-border strategic alliances? Can help firms use their resources and capabilities to create value
in locations outside their home market Multinational corporations outperform firms that operate only
domestically Due to limited domestic growth opportunities, firms look outside
their national borders to expand business Some foreign government policies require investing firms to partner
with a local firm to enter their markets Local partners can help firms overcome liabilities of moving into a
foreign country (example: lack of knowledge about local culture)
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Network Cooperative Strategy
Network Cooperative Strategy Cooperative strategy wherein several firms agree to form
multiple partnerships to achieve shared objectives Very effective when formed by geographically clustered
firms (i.e., Silicon Valley in N. California) Effective social relationships and interactions among partners,
while sharing resources and capabilities increase likelihood of success, including innovation
Japanese keiretsus and Korean Chaebols Firm’s gain access to their partners other partners Can increase competitive advantage potential as set of
shared resources and capabilities expands Can be problematic - could lock firm in with partners and
exclude development of alliances with others
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Network Cooperative Strategy
Alliance network types: Set of strategic alliance partnerships resulting from use of a network cooperative strategy Stable alliance network
Formed in mature industries where demand is relatively constant and predictable
Directed primarily toward developing products at a low cost and exploiting economies of scale and scope
Dynamic Alliance Networks Used in industries characterized by environmental uncertainty,
frequent product innovations, and short product life cycles
Directed primarily toward continued development of products that are uniquely attractive to customers
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Competitive Risks with Cooperative Strategies
Risks
2/3 have serious problems in first 2 years and 70% end up failing
Partners may choose to act opportunistically due to inadequate contracts
Partner competencies may be misrepresented
Partner may fail to make available the complementary resources and capabilities that were committed
One partner may make investments specific to the alliance while the other partner may not – holding alliance partner's specific investments hostage