Matakuliah : J0504 - Strategi Pemasaran
Tahun : 2009
Strategic Relationship
Pertemuan 11
Buku 1 Hal: 206-231

Learning Objective
• The rationale for interorganizational relationships
• Forms of organizational relationships
• Managing interorganizational relationships
• Global relationships among organizations
Bina Nusantara

Joint
Ventures
Suppliers
Strategic relationships
End-User
Customers
Intermediate
Customers
Strategic
Relationships
Competitors
Strategic
Alliances
External
Partners
Internal
Partners

The rationale for interorganizational relationships
Value-enhancing opportunities
Skills and resource gaps
Rationale for
Forming Strategic
Relationships
Environmental complexity
Competitive strategy

The rationale for interorganizational relationships (1)
• Opportunities to enhance value
• Environmental complexity
• Competitive strategy
• Skills and resource gaps
– Technology constraints
– Financial constraints
– Market access
– Information technology

The rationale for interorganizational relationships (2)
• Evaluating the potential for collaboration
– 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
Superior
Customer
Value
Proposition
Positioning with Distinctive
Competencies

* 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