Strategic Relationship Pertemuan 11 Buku 1 Hal: Matakuliah: J Strategi Pemasaran Tahun: 2009

Bina Nusantara The rationale for interorganizational relationships Forms of organizational relationships Managing interorganizational relationships Global relationships among organizations Learning Objective

Strategic relationships Strategic Relationships Suppliers End-User Customers Intermediate Customers Internal Partners Strategic Alliances Competitors Joint Ventures External Partners

Rationale for Forming Strategic Relationships Value-enhancing opportunities Competitive strategy Skills and resource gaps Environmental complexity The rationale for interorganizational relationships

The rationale for interorganizational relationships (1) Opportunities to enhance value Environmental complexity Competitive strategy Skills and resource gaps – Technology constraints – Financial constraints – Market access – Information technology

The rationale for interorganizational relationships (2) Evaluating the potential for collaboration – What is the strategy? – The costs of collaboration – Is relationship strategy essential? – Are good candidates available? – Do relationships fit our culture?

Mapping the Path to Market Leadership Market-Oriented Culture and Process Superior Customer Value Proposition Positioning with Distinctive Competencies Relationship Strategies Organizational Change

Strategic relationships at IBM *Collaborative projects across all major parts of business services *Funding universities in services science *Partnership with Sony and Toshiba to produce new processor *Computer code shared with Apache open-source web-server *IBM programmers work on Linux projects *Collaborating with customers and competitors to invent new technologies *Strategy of openess

Collaborations in open-source software IBM and Sun aggressive supporters of Linux open- source software Technology sharing and partnerships Rebuilding the technology “ecosystem” Reducing dependence on Microsoft

Airline Alliances Major global alliances – Oneworld – Skyteam – Star Alliance Contain 18 of the world’s largest airline Account for 60% of total world airline capacity But a history of alliance failures and desertions