Strategic Marketing Management

The strategic relationship between two or more organizations is called an interorganizational or hybrid organizational relationship. Organizations entering into collaborative relationships can take advantage of the diverse skills, capabilities, and resources of the various players involved. These collaborative relationships are based on the environmental diversity and turbulence and skills and resources disparities. There are four types of interorganizational arrangements namely in-house strategy, acquisition/merger, joint venture, and strategic alliance. There are many types of interorganizational relationships like the manufacturer-supplier, distribution channel, end-user/customer, and internal relationships.

A strategic alliance can be defined as the cooperative relationship between two or more organizations, entered into to forge mutually beneficial relationships. Examples of strategic alliances are licensing and franchising. There are three stages in the strategic alliance process namely identify, design, and manage stages. Globalization has led to the growth of new forms of global relationships among the multinational corporations. The new organizational forms are hollow corporation and trading company.