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strategic alliances
A strategic alliance is a formal agreement between two or more parties to pool resources to achieve common objectives while remaining independent. Partners contribute resources like products, distribution channels, manufacturing capability, funding, equipment, knowledge, expertise, or intellectual property. The aim is for synergy where the benefits of the alliance are greater than individual efforts. Examples of alliances include Starbucks partnering with Barnes & Noble and United Airlines to provide coffee in their stores and on flights, Apple partnering with CLEARWELL to develop an e-discovery platform for the iPad, and Hewlett-Packard providing technology for Disney's Mission: SPACE attraction.
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strategic alliances
- 2. Definition Is AVoluntary, Formal Arrangement Between Two Or More Parties To Pool Resources To Achieve A Common Set Of Objectives That Meet Critical Needs While Remaining Independent Entities. Partners May Provide The Strategic Alliance With Resources Such As Products, Distribution Channels, Manufacturing Capability, Project Funding, Capital Equipment, Knowledge, Expertise, Or Intellectual Property.
- 3. Aim Of Alliance The Alliance Aims For A Synergy Where Each Partner Hopes That The Benefits From The Alliance Will Be Greater Than Those From Individual Efforts.
- 4. Pyramid of Alliances Acquisition Joint Venture R&D Collaboration/Tech Transfer Licensing/Private Label Joint Selling And Distributions Joint Marketing Vendor Suppliers
- 5. Stages Of AllianceFormation Strategy Development: Involves Studying The Alliance’s Feasibility, Objectives And Rationale, Focusing On The Major Issues And Challenges And Development Of Resource Strategies. Partner Assessment: Involves Analyzing A Potential Partner’s Strengths And Weaknesses, Creating Strategies For Accommodating All Partners’ Management Styles.
- 6. Stages Of AllianceFormation Contract Negotiation: Involves Determining Whether All Parties Have Realistic Objectives, Defining Each Partner’s Contributions And Rewards. Alliance Operation: Involves Addressing Senior Management’s Commitment, Finding The Caliber Of Resources Devoted To The Alliance, Linking Of Budgets And Resources With Strategic Priorities. Alliance Termination: Involves Winding Down The Alliance, For Instance When Its Objectives Have Been Met Or Cannot Be Met.
- 7. Types Of StrategicAlliance Joint Venture Is A Strategic Alliance In Which Two Or More Firms Create A Legally Independent Company To Share Some Of Their Resources And Capabilities To Develop A Competitive Advantage. Equity Strategic Alliance Is An Alliance In Which Two Or More Firms Own Different Percentages Of The Company They Have Formed By Combining Some Of Their Resources And Capabilities.
- 8. Types Of StrategicAlliance; Non-equity Strategic Alliance Is An Alliance In Which Two Or More Firms Develop A Contractual-relationship To Share Some Of Their Unique Resources And Capabilities. Global Strategic Alliances Working Partnerships Between Companies Across National Boundaries And Sometimes Formed Between Company And A Foreign Government, Or Among Companies And Governments.
- 9. Types Of StrategicAlliance; Based On The Description by Michael Porter & Mark Fuller There Are Many Other Types Of Strategic Alliance 1. Technology Development Alliances 2. Operations And Logistics Alliances 3. Marketing, Sales And Service Alliance 4. Multiple Activity Alliance
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- 12. Examples On StrategicAlliance
- 13. Starbucks Starbucks PartneredWith Barnes And Nobles Bookstores In 1993 To Provide In-house Coffee Shops, Benefiting Both Retailers. In 1996, Starbucks Partnered With Pepsico To Bottle, Distribute And Sell The Popular Coffee-based Drink, Frappacino. A Starbucks-united Airlines Alliance Has Resulted In Their Coffee Being Offered On FlightsWith The Starbucks Logo On The Cups.
- 14. Apple Apple partneredrecently with CLEARWELL in order to jointly develop CLEARWELL'S E-Discovery platform for the Apple IPAD. E-Discovery is used by enterprises and legal entities to obtain documents and information in a "legally defensible" .
- 15. Hewlett Packard andDisney Hewlett-Packard and Disney have a long-standing alliance. Disney wanted to develop a virtual attraction called Mission: SPACE, Disney Imaginers and HP engineers relied on HP's IT architecture, servers and workstations to create Disney's most technologically advanced attraction.