Strategic Marketing Management
<< Previous Chapter
Chapter 12 : Relationship Strategies
Interorganizational Relationships
Diverse and Turbulent Environment
Skills and Resource Disparities
Interorganizational Arrangements
Basis for Entering into Collaborative Relationships
Types of Interorganizational Relationships
Distribution Channel Relationships
End-user/Customer Relationships
Relationships within the Organization
Collaborative Learning
Strategic Alliances
End Results of Alliances
Making Strategic Alliances Work
Joint Ventures
Global Relationships Among Organizations
Hollow Corporation
Trading Company
Host Government Intervention in MNCs
Chapter Summary
|
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. Apart from
the organizational forms, the organizations operating in the global arena
should take care of the host government's intervention in their activities.
The host government's intervention can be in the form of limitations to the
strategic freedom and involvement in the managerial activities. However, the
MNCs and the host government both command a certain amount of bargaining
power.
Next Chapter>>
|
|
Short Case Studies / Caselets