Matakuliah : J0504 - Strategi Pemasaran
Tahun
: 2009
Strategic Relationship
Pertemuan 11
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
Strategic relationships
End-User
Customers
Suppliers
Intermediate
Customers
Strategic
Relationships
Joint
Ventures
Strategic
Alliances
External
Partners
Competitors
Internal
Partners
The rationale for interorganizational
relationships
Value-enhancing
opportunities
Skills and
resource
gaps
Rationale for
Forming Strategic
Relationships
Competitive
strategy
Environmental
complexity
The rationale for interorganizational
relationships (1)
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Opportunities to enhance value
Environmental complexity
Competitive strategy
Skills and resource gaps
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Technology constraints
Financial constraints
Market access
Information technology
The rationale for interorganizational
relationships (2)
• Evaluating the potential for collaboration
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What is the strategy?
The costs of collaboration
Is relationship strategy essential?
Are good candidates available?
Do relationships fit our culture?
Mapping the Path to Market
Leadership
Market-Oriented
Culture and
Process
Organizational
Change
Relationship
Strategies
Positioning
with Distinctive
Competencies
Superior
Customer
Value
Proposition
Strategic relationships at IBM
* Collaborative projects across all major parts of
business services
* Funding universities in services science
* Partnership with Sony and Toshiba to produce new
processor
* Computer code shared with Apache open-source
web-server
* IBM programmers work on Linux projects
* Collaborating with customers and competitors to
invent new technologies
* Strategy of openess
Collaborations in open-source software
• IBM and Sun aggressive supporters of Linux opensource software
• Technology sharing and partnerships
• Rebuilding the technology “ecosystem”
• Reducing dependence on Microsoft
Airline Alliances
• Major global alliances
– Oneworld
– Skyteam
– Star Alliance
• Contain 18 of the world’s largest airline
• Account for 60% of total world airline
capacity
• But a history of alliance failures and
desertions