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Chapter Four Strategic Relationships: Mcgraw-Hill/Irwin © 2006 The Mcgraw-Hill Companies, Inc., All Rights Reserved

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Dr. Sahin Sarker
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44 views10 pages

Chapter Four Strategic Relationships: Mcgraw-Hill/Irwin © 2006 The Mcgraw-Hill Companies, Inc., All Rights Reserved

Uploaded by

Dr. Sahin Sarker
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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7-1

Chapter Four

Strategic
Relationships

McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved.


7-2

Strategic
Relationships

 The rationale for


interorganizational
relationships
 Types of organizational
relationships
 Developing effective
relationships between
organizations
 Global relationships among
organizations
7-3

Strategic
Relationships
7-4

Drivers of
Interorganizational
Relationships

Value Enhancing
Opportunities

THE RATIONALE

Skill and Environmental


Resource Gaps Turbulence and
Diversity
Illustrative Inter- 7-5

Organizational
Relationships
Strategic Alliance

M M M
Supplier/
Manufacturer
Collaboration
M
JV
Joint Venture

W
Distribution
Channel
Relationship
R

EU
7-6

The Logic of
Collaboration
 Is partnering a promising
strategy?
 How essential is the
relationship strategy?
 Are good candidates
available?
 Do relationships fit our
culture?
Types of Organizational
7-7

Relationships

Supplier Partnerships
Goods Services
Internal Suppliers Suppliers
Lateral
Partnerships Partnerships
Business
Units Competitors

Nonprofit
Employees Focal Organizations
Functional Firm
Departments
Government

Intermediate Ultimate
Customers Customers
Buyer Partnerships
Source: Robert M. Morgan and Shelby D. Hunt, “The Commitment - Trust Theory of Relationship Marketing,”
Journal of Marketing, July 1994, 21.
7-8

Illustrative Partnering
with Customers

Company/Brand Customer Partner


Boeing (commercial Involving airlines
aircraft) in design of
Boeing 777

Harley-Davidson Harley Owners Group


(motorcycles) with over 100,000
members

Marriott (hotels) Partnering with


corporate
customers
Relationship
7-9

Management
Guidelines

Planning
Trust/Self Interest
Conflicts
Leadership
Flexibility
Technology
Transfer
Learning
7-10

How Strategic
Relationships Enhance
Value
 Improved market vision and learning
by pooling the knowledge and
experience of the partners
 Enhanced customer value by
integrating the partner’s unique
competencies
 Joint analysis of what is required to
create superior customer value for
specific market segments
 Capitalizing on value migration
opportunities that are not feasible for
a single organization
 Reforming organization structure to
gain efficiencies and greater
adaptability to change

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