Strategic Alliances Ch#8 Ansary

7/24/2019 Strategic Alliances Ch#8 Ansary

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Strategic Alliances

in

Distribution

Chap e #8

Ref: Anne T. Coughlan, Erin Anderson, Louis W. Stern, &Adel I. El-Ansary, Mareting Channels, !th Edition,

"renti#e-$all, In#. %ATC


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Strategic Alliances: There Nature & Motives for

Creating them

' What is a Strategi# (istri)ution Allian#e*

' Why forge a Strategi# (istri)ution Allian#e*

+strea Moties' Why forge a Strategi# (istri)ution Allian#e*

(o/nstrea Moties

' (o Allian#es 0uterfor 0rdinary Channels*


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What is a Strategi# (istri)ution Allian#e*

1/hen t/o or ore organi2ations hae a#onne#tion that #ause the to fun#tiona##ording to a er#etion of a single

interest /here)y the #onne#tions that )indthe organi2ations are:3 Enduring

3 Su)stantial3 Cut a#ross nuerous ase#ts of ea#h)usiness


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Strategic Alliances

' $ori2ontal strategi# allian#e

' 4erti#al strategi# allian#es


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Strategic Alliances in

Distribution: Examples

' (55L Mo)ile 5aning

' 56ash

' Singer 7"rie 5an' 5ata78ie

' "&97Wal-Mart

' CAT75anglaCAT' ACI Con Ele#troni#s 7"anasoni#


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Moties for #reating distri)ution

allian#es

' +strea Moties

3 Rese#t do/nstrea, otiate to reresent

us, #oordinate areting, sall layers to

giants %ergers trend, ere#t )arriers to entry,logisti#s #ost redu#tion

' (o/nstrea Moties

3Assure sta)le suly, ae areting effortsore su##essful, #ut #osts, differentiate fro

other distri)utors,


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Building Commitment by Creating Mutual Vulnerability

' The Miniu Reuireent: E;e#tations of

Continuity

' Why Coitent is 8il +nless it is Mutual*

3Asyetri# Coitent is rare

' $o/ the 0ther Sides 9auge


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Building Commitment by the MGT to !aily "nteractions

' $o/ #an Channel Me)ers Manufa#tureTrust*3 In Channel relationshi honesty & )eneolen#e

go together' The role of E#onoi#s Satisfa#tion

' 8one#onoi# Satisfa#tion

3A)sen#e of (ysfun#tional Confli#t3A)sen#e of Coer#ion

' "i#ing the artner & the Setting %=u>itsu & =edE;


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!ecision Structures that #nhance Trust

' Centrali2ation redu#es trust

' =orali2ations redu#es trust

' More Couni#ation in#rease trust' Creating 0rg stru#ture #ondu#ie to

)uilding trust


10/17

Moving a Transaction through Stages of !evelo$ment

to reach Alliance Status


11/17

%hases of relationshi$ in Mareting Channels


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9i))s7 $uhries

"artnershi Tyes:

?. Eangelists.

@. Sta)le "ragatists.

. Re)ellious Teenagers.

B. Eoling "essiists.

. Catie Shars.

D. Cherry "i#ers.!. 8o Can (os.

. (eserters.


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FsuerG artnershi su##ess

fa#tors

?. Colla)oratie innoation 3 the #onditions thatdes#ri)e the effe#tieness of the relationshiand ena)le the artnershi to )e innoatie andto resond to oortunities.

@. "artnershi uality 3 the uality of therelationshi in#luding ey )ehaiors lie#oitent and trust.

. 4alue #reation 3 the effi#ien#y of the relationshito #reate and #ature the otential alue that theartnershi offers.


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Strategic Alliances Ch#8 Ansary