Beruflich Dokumente
Kultur Dokumente
Cooperative Strategy
Robert E. Hoskisson
Michael A. Hitt
R. Duane Ireland
Chapter 3 Chapter 4
Strategic Strategic Intent
The External The Internal
Analysis Environment Organization
Strategic Mission
Chapter 5 Chapter 6
Chapter 7
Business-Level Competitive Rivalry and
Creating Strategy Competitive Dynamics
Corporate-Level Strategy
Competitive
Advantage Chapter 8
Chapter 9 Chapter 10
Acquisition and
International Strategy Cooperative Strategy
Restructuring Strategies
Monitoring
And Creating Chapter 11 Chapter 12
Entrepreneurial Corporate Governance Strategic Entrepreneurship
2
Opportunities
Cooperative Strategy
Cooperative strategy is a strategy in which
firms
– work together
– to achieve a shared objective
Cooperating with other firms is a strategy
that
– creates value for a customer
– exceeds the cost of constructing customer
value in other ways
– establishes a favorable position relative to
competition 3
Strategic Alliance as a
Cooperative Strategy
A strategic alliance is a cooperative
strategy in which
– firms combine some of their resources and
capabilities
– to create a competitive advantage
A strategic alliance involves
– exchange and sharing of resources and
capabilities
– co-development or distribution of goods or
services
4
Strategic Alliance
Firm A Firm B
Resources Resources
Capabilities Capabilities
Core Competencies Core Competencies
Combined
Resources
Capabilities
Core Competencies
Strategic
Center
Firm
7
Strategic Network
A strategic network is a grouping of
organizations that has been formed to
create value through participation in an
array of cooperative arrangements, such
as alliances and joint ventures
The strategic network seeks to develop a
competitive advantage in primary or
support activities
A strategic center firm often manages the
network
8
Strategic Network
strategic center firm engages in four
primary tasks
– strategic outsourcing (outsources and partners
with more firms than do other network members)
– competencies (supports each member’s efforts to
develop core competencies that can benefit the
network)
9
Strategic Network
strategic center firm engages in four
primary tasks
– technology (manages the development and
sharing of technology-based ideas among network
members)
– race to learn (guides participants in efforts to form
network-specific competitive advantages)
10
Reasons for Strategic Alliances
by Market Type
Market Reason
Slow Cycle • Gain access to a restricted market
• Establish a franchise in a new market
• Maintain market stability (e.g.,
establishing standards)
11
Reasons for Strategic Alliances
by Market Type
Market Reason
Fast Cycle • Speed up development of new goods or
service
• Speed up new market entry
• Maintain market leadership
• Form an industry technology standard
• Share risky R&D expenses
• Overcome uncertainty
12
Reasons for Strategic Alliances
by Market Type
Market Reason
Standard Cycle • Gain market power (reduce industry
overcapacity)
• Gain access to complementary resources
• Establish economies of scale
• Overcome trade barriers
• Meet competitive challenges from other
competitors
• Pool resources for very large capital
projects
• Learn new business techniques
13
Business-Level Cooperative
Strategies: Complementary Strategic Alliances
Complementary • complementary strategic alliances
Alliances are designed to take advantage of
market opportunities by combining
partner firms’ assets in
complementary ways to create new
value
– these include distribution, supplier
or outsourcing alliances where
firms rely on upstream or
downstream partners to build
competitive advantage
14
Business-Level Cooperative
Strategies: Complementary Strategic Alliances
Buyer
gin
M
ar • vertical complementary
ar gin
M
Human Resource Mgmt.
Technological Development
strategic alliance is formed
between firms that agree to
Support Activities
Service
Firm Infrastructure
Outbound Logistics
Operations
Vertical Alliance
Service
Firm Infrastructure
Outbound Logistics
Operations
Inbound Logistics
15
Primary Activities
Business-Level Cooperative
Strategies: Complementary Strategic Alliances
Buyer Horizontal Alliance Buyer
M Potential Competitors M
gin ar gin ar
ar gin ar gin
M M
Technological Development
Technological Development
Human Resource Mgmt.
Support Activities
Service Service
Firm Infrastructure
Firm Infrastructure
Marketing & Sales Marketing & Sales
Procurement
Procurement
Outbound Logistics Outbound Logistics
Operations Operations
Inbound Logistics Inbound Logistics
17
Business-Level Cooperative
Strategies: Uncertainty Reducing Alliances
Complementary • uncertainty reducing strategic
Alliances alliances are used to hedge against
risk and uncertainty
Competition • these alliances are most noticed in
Response Alliances fast-cycle markets
• alliance may be formed to reduce
Uncertainty the uncertainty associated with
Reducing Alliances developing new product or
technology standards
18
Business-Level Cooperative
Strategies: Competition Reducing Alliances
Complementary • competition reducing strategic
Alliances alliances may be created to avoid
destructive or excessive competition
Competition • explicit collusion exists when firms
Response Alliances directly negotiate production output
and pricing agreements in order to
Uncertainty reduce competition (illegal)
Reducing Alliances • tacit collusion exists when several
firms in an industry indirectly
Competition Reducing coordinate their production and
Alliances pricing decisions by observing each
other’s competitive actions and
responses 19
Business-Level Cooperative
Strategies: Competition Reducing Alliances
Complementary • mutual forbearance is a form of tacit
Alliances collusion in which firms avoid
competitive attacks against those
Competition rivals they meet in multiple markets
Response Alliances • competition reducing strategic
alliances may require governments
Uncertainty to find ways to permit collaboration
Reducing Alliances among rivals without violating
antitrust laws
Competition Reducing
Alliances
20
Implementing Business-Level
Cooperative Strategies
Complementary business-level strategic
alliances have the greatest probability of
creating a sustainable competitive
advantage
Strategic alliances designed to respond to
competition and reduce uncertainty can
create competitive advantages that may
be more temporary in nature
Competition reducing strategy has lowest
probability of creating a sustainable
competitive advantage
21
Corporate-Level Cooperative
Strategies
• Corporate-level cooperative strategies are
designed to facilitate product and/or
market diversification
- diversifying strategic alliance
- synergistic strategic alliance
- franchising
• Diversifying alliances and synergistic
alliances allow firms
- to grow and diversify their operations
- through a means other than a merger or
acquisition
22
Corporate-Level Cooperative
Strategies: Diversifying Alliances
Diversifying • diversifying strategic alliance
Alliances allows a firm to expand into new
product or market areas without
completing a merger or an
acquisition
• provides some of the potential
synergistic benefits of a merger or
acquisition, but with less risk and
greater levels of flexibility
• permits a “test” of whether a future
merger between the partners would
benefit both parties
23
Corporate-Level Cooperative
Strategies: Synergistic Alliances
Diversifying • synergistic strategic alliances create
Alliances joint economies of scope between
two or more firms
Synergistic • create synergy across multiple
Alliances functions or multiple businesses
between partner firms
24
Corporate-Level Cooperative
Strategies: Franchising
Diversifying • franchising spreads risks and uses
Alliances resources, capabilities, and
competencies without merging or
Synergistic acquiring another company
Alliances • contractual relationship concerning
the franchise that is developed
between two parties, the franchisee
Franchising and the franchisor
• an alternative to pursuing growth
through mergers and acquisitions
25
Implementing Corporate-Level
Cooperative Strategies
Corporate-level cooperative strategies are
broader in scope, more complex and more
costly than business-level strategies
Competitive advantages and value are
created when those employing the
strategies can also use them to develop
useful knowledge about how to succeed in
the future
– valuable – imperfectly imitable
– rare – nonsubstitutable
26
International Cooperative
Strategies
Cross-border strategic alliance
– an international cooperative strategy in which
firms with headquarters in different nations
combine some of their resources and
capabilities to create a competitive advantage
– a firm may form cross-border strategic
alliances to leverage core competencies that
are the foundation of its domestic success to
expand into international markets
27
International Cooperative
Strategies
Allows risk sharing by reducing financial
investment
Host partner knows local market and
customs
International alliances can be difficult to
manage due to differences in management
styles, cultures or regulatory constraints
Must gauge partner’s strategic intent so
they do not gain access to important
technology and become a competitor 28
Implementing International
Cooperative Strategies
Differences among countries’ regulatory
environments increase the challenge of
managing international networks and
verifying that, at a minimum, the network’s
operations comply with all legal
requirements
Distributed strategic networks are often
the organizational structure used to
manage international cooperative
strategies
29
Distributed Strategic Network
Main
Strategic
Strategic
Center
Center
Firm
Firm
32
Network Cooperative Strategies:
Stable Strategic Cooperative Network
• long term relationships that often
Stable Strategic
appear in mature industries where
Cooperative Network
demand is relatively constant and
predictable
• stable networks are built for
exploitation of the economies
available between firms
33
Network Cooperative Strategies:
Dynamic Strategic Cooperative Network
• arrangements that evolve in
Stable Strategic
industries with rapid technological
Cooperative Network
change leading to short product life
cycles
Dynamic Strategic
• primarily used to stimulate rapid,
Cooperative Network
value-creating product innovations
and subsequent successful market
entries
• purpose is often exploration of new
ideas
34
Competitive Risks with
Cooperative Strategies
Competitive
Risks
• Creating value
• Above-average
returns
38