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    Global Marketing Management: Chapter 9 Cooperative Strategies and Global Strategic Alliances

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    bhupesh_kushwaha
    This chapter discusses cooperative strategies and global strategic alliances. It covers the nature of global strategic partnerships, success factors, alliances between manufacturers and marketers, and partnerships in developing countries. Specific topics include the key characteristics and success factors of strategic alliances, examples of partnerships, keiretsu networks in Japan, and emerging forms of alliances like virtual corporations. The overall goal is to understand different types of international partnerships and considerations for making them successful.

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    Global Marketing Management: Chapter 9 Cooperative Strategies and Global Strategic Alliances

    Uploaded by

    bhupesh_kushwaha
    56 views11 pages
    This chapter discusses cooperative strategies and global strategic alliances. It covers the nature of global strategic partnerships, success factors, alliances between manufacturers and marketers, and partnerships in developing countries. Specific topics include the key characteristics and success factors of strategic alliances, examples of partnerships, keiretsu networks in Japan, and emerging forms of alliances like virtual corporations. The overall goal is to understand different types of international partnerships and considerations for making them successful.

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    PP 09 Alliances

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    This chapter discusses cooperative strategies and global strategic alliances. It covers the nature of global strategic partnerships, success factors, alliances between manufacturers and marketers, and partnerships in developing countries. Specific topics include the key characteristics and success factors of strategic alliances, examples of partnerships, keiretsu networks in Japan, and emerging forms of alliances like virtual corporations. The overall goal is to understand different types of international partnerships and considerations for making them successful.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    56 views11 pages

    Global Marketing Management: Chapter 9 Cooperative Strategies and Global Strategic Alliances

    Uploaded by

    bhupesh_kushwaha
    This chapter discusses cooperative strategies and global strategic alliances. It covers the nature of global strategic partnerships, success factors, alliances between manufacturers and marketers, and partnerships in developing countries. Specific topics include the key characteristics and success factors of strategic alliances, examples of partnerships, keiretsu networks in Japan, and emerging forms of alliances like virtual corporations. The overall goal is to understand different types of international partnerships and considerations for making them successful.

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    You are on page 1of 11

    Global Marketing Management

    Chapter 9 Cooperative Strategies


    And Global Strategic Alliances

    Warren J. Keegan
    Overview
     The Nature of Global Strategic Partnerships
     Success Factors
     Alliances between Manufacturer & Marketer
     International partnerships in developing
    countries
     Co-operative Strategies in Japan: keiretsu
     Beyond Strategic Alliances
     Summary

    Keegan:Global Marketing Management Chapter 9 / 2


    Learning Objectives
     Be cognizant of global strategic
    partnerships – GSPs
     Recognize success factors of GSPs
     Learn about key characteristics of
    Japanese keiretsu & their effects on
    competition

    Keegan:Global Marketing Management Chapter 9 / 3


    Demands on Strategic Alliances
     Competitive collaborations offer significant advantages
     Characteristics:
     Participants remain independent following to the formation of
    the alliance
     Participants share the benefits of the alliance as well as control
    over the performance of assigned tasks
     Participants make ongoing contributions in technology,
    products and other key strategic areas

    Keegan:Global Marketing Management Chapter 9 / 4


    Global Strategic Partnership
     Two or more companies develop a joint long-term
    strategy
     The relationship is reciprocal
     Vision & efforts are truly global
     Transfer of resources between partners
     Partner must know their core strength and be able to
    defend their position
     When in new markets, partners must retain identities

    Keegan:Global Marketing Management Chapter 9 / 5


    Success Factors of Alliances
     Mission
     Strategy
     Governance
     Culture
     Organisation
     Management

    Keegan:Global Marketing Management Chapter 9 / 6


    Four Principles of GSPs

    1. Partners are still in competition with each


    other
    2. Some conflict is to be expected
    3. Must understand where cooperation ends
    & competitive compromise begins
    4. Learning from partners is critical

    Keegan:Global Marketing Management Chapter 9 / 7


    Case Examples of Partnership

     CFM International/GE/Snecma- A success story


     AT&T/Olivetti - A Failure
     Boeing/Japan - A Controversy

    Keegan:Global Marketing Management Chapter 9 / 8


    Co-operative Strategies in Japan:
    Keiretsu
     Interbusiness alliance or enterprise group, where
    different companies or company groups are intertwined
     Operates in a broad spectrum of markets
     Keiretsu executives sit on each other`s boards & share
    information
     Foreign competitors interpret keiretsu relations as
    cartels which dominate the market and restrict
    competition
     The most famous keiretsu are Mitsui and Mitsubishi

    Keegan:Global Marketing Management Chapter 9 / 9


    Beyond Strategic Alliances
     Information, communication technologies and
    globalisation have fostered new forms of strategic
    alliances:
     Relationship enterprise
     Groups of firms in different industries will be held together by
    common goals that encourages them to act like a single firm
     Virtual corporation
     Multiple co-operations which are employed only when needed

    Keegan:Global Marketing Management Chapter 9 / 10


    Summary
     Companies can choose among a wide range of
    alternatives, when participating in foreign
    markets
     Ownership requires substantial resources, but
    offers full control
     Co-operative strategies include global strategic
    partner-ships, the Japanese keiretsu or the virtual
    enterprise

    Keegan:Global Marketing Management Chapter 9 / 11

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