Creating and Managing Strategic Alliances Gene Slowinski, Ph.D. Director, Strategic Alliance Research Rutgers University & Alliance Management Group, Inc. (908)

Creating and Managing Strategic Alliances The strategic use of alliances Best practices for building successful alliances –Alliance Framework – planning and structuring –Alliance Implementation Program - implementing

The Strategic Use of Alliances The Traditional Model IBM HP/Compaq

The Strategic Use of Alliances The Network Model IBMHP/Compaq

The Strategic Use of Alliances A Strategic Approach to the Erythropoetin Market: Chugai Corporation Genetics Institute R&D Chugai Manufacturing Pharmacia Name Recognition Distribution

Unit of Analysis Business Unit Technology Platform Brand or Therapeutic Area Company A

Competitive Positioning How Wall Street will value a firm’s portfolio of alliances Unit of Analysis = Diabetes Care Biotech Bioinformatics Global Channel Partners E-commerce Merck Pfizer Eli Lilly GlaxoSmithKline

Creating and Managing Strategic Alliances The strategic use of alliances Best practices for building successful alliances –Alliance Framework – planning and structuring –Alliance Implementation Program - implementing

Alliance Framework ® A rigorous process for planning and negotiating an alliance. Goal is to develop a high quality deal quickly or, to understand that a deal is not possible... quickly. Requires internal commitment from all key internal stakeholders (anyone with a budgetable resource). Accelerates implementation because implementers are part of the Alliance Framework team. Works best when both firms use the process.

Why Alliances go bad ! Company ACompany B

Alliance Framework Elements Business plan summary Objectives (ours, theirs) Roles (ours, theirs) Overall resources Boundaries Market model Exclusivity Intersections Detailed objectives and detailed resources Financial pie-split Intellectual property Working process and governance Term and termination Typical Elements:

Creating and Managing Strategic Alliances The strategic use of alliances Best practices for building successful alliances –Alliance Framework – planning and structuring –Alliance Implementation Program – implementing – Joint negotiators presentation –Decision making analysis –Conflict resolution

Business Development Presentation Team member – Company A

Business Development Presentation Team member – Company B

Creating and Managing Strategic Alliances The strategic use of alliances Best practices for building successful alliances –Alliance Framework – planning and structuring –Alliance Implementation Program – implementing – Joint negotiators presentation –Decision making analysis –Conflict resolution

Decision Making Analysis How are decisions made in your company?

Creating and Managing Strategic Alliances The strategic use of alliances Best practices for building successful alliances –Alliance Framework – planning and structuring –Alliance Implementation Program – implementing – Joint negotiators presentation –Decision making analysis –Conflict resolution

Anatomy of an Alliance The Early Days Company A X Functional team Company B X Functional team

Anatomy of an Alliance Mature alliance Company A X Functional team Company B X Functional team Alliances are a cascade of covenants between people. These covenants are dynamic and complex.

Expectation Mapping Worksheet With what priority? Which tasks will be done cooperatively with me? E D C B A What tasks am I expected to perform?

Expectation Mapping Worksheet With what priority? Which tasks will be done cooperatively with me? E D C B A What tasks will my counterpart perform?

Thank You !