Matakuliah : J0504 - Strategi Pemasaran
Tahun
: 2009
Strategic Relationship
Pertemuan 12
Buku 1 Hal: 206-231
Learning Objective
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The rationale for interorganizational relationships
Forms of organizational relationships
Managing interorganizational relationships
Global relationships among organizations
Bina Nusantara
Forms of organizational relationships
Supplier
relationships
Internal
partnerships
Firm
Customer
relationships
Lateral
partnerships
Illustrative interorganizational relationships
Strategic Alliance
Supplier/
Manufacturer
Collaboration
M
M
M
M
JV
Joint Venture
W
R
EU
Distribution
Channel
Relationship
Forms of organizational relationships (1)
• Supplier relationships
– Strategic suppliers
– Outsourcing
• Intermediate customer relationships
• End-user customer relationships
• Strategic customers
– Dominant customers
– Strategic account management
Managing
interorganizational relationships (1)
• Objective of the relationship
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New technologies and competencies
Developing new markets and building market position
Market selectivity
Restructuring and cost reduction
Managing
interorganizational relationships (2)
• Relationship management
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Planning
Trust and self-interest
Conflicts
Leadership structure
Flexibility
Cultural differences
Technology transfer
Learning from partner’s strengths
Managing
interorganizational relationships (3)
• Partnering capabilities
• Control, evaluation and review
• Exiting from alliance
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–
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Identify/agree what triggers exit
Detail rights of each partner to assets/products
Design disengagement process
Communication plan for all involved parties
Managing Interorganizational relationships
Objective
of the
Relationship
Control and
Evaluation
Relationship
Management
Partnering
Capabilities
Managing
Inter-Organizational
Relationships
Exiting from
Alliance
Global relationships among organizations
• The Global Integrated Enterprise
• Inter-nation collaborations
• The strategic role of government
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Government interventions
Competing with state-owned enterprises
Collaborating with state-owned enterprises
Government regulation
CostCo Versus Wal-Mart
• CostCo has achieved major position in U.S.
warehouse club business against strong
competitors
• Success based on customer choice and
constant innovation and productivity
improvement
• CostCo compensates employees more
generously than competitors - to motivate
and retain good workers - they get lower
staff turnover and higher productivity