Global Strategic Partnership

Variety of forms of cooperation strategies includes collaborative agreements, strategic alliances, strategic international alliances, and global strategic partnerships (GSPs). All those refer to the relationships between companies from different countries to jointly pursue a common goal. The nature of strategic alliances include, first of all, the independency of participants within the alliance. Secondly, those participants share common benefits of alliance as well as control over performance of assigned tasks. Parties strive to make ongoing contributions in technology, products, and other key strategic areas. (Blanchard 2004.)

“A strategic alliance involves at least two partner firms that: (1) remain legally independent after the alliance is formed; (2) share benefits and managerial control over the performance of assigned tasks; and (3) make continuing contributions in one or more strategic areas, such as technology or products” (Yoshino and Rangan 1995). By sharing the risks and resources, enterprises within the alliance get the opportunity for development of new core competencies, and thus for the future strategic competitiveness. (Hitt 2009, p.233.)

In recent years, strategic alliances have become a popular way of internationalization. A cross-border strategic alliance (firm’s headquarters from different nations) is valuable for foreign partners from an operational perspective, because the local partner has significantly more information about factors contributing to competitive success such as local market knowledge, sources of capital, networks, legal procedures, and politics. Local firms usually form strategic alliances to gain access to sophisticated technologies that are new to them. Each partner in an alliance brings knowledge or resources to the partnership. (Hitt 2009, p. 233, 268.)

More comprehensive list of motives to form strategic partnerships is presented below in Table 1.

Table 1. Motives to Enter a Strategic Alliance. (Todeva & Knoke 2005, p.6)

- Market seeking

- Acquiring means of distribution

- Gaining access to new technology, and converging technology

- Learning & internalization of tacit, collective and embedded skills

- Obtaining economies of scale

- Achieving vertical integration, recreating and extending supply links in order to adjust to environmental changes

- Diversifying into new businesses

- Restructuring, improving performance

- Cost sharing, pooling of resources

- Developing products, technologies, resources

- Risk reduction & risk diversification

- Developing technical standards

- Achieving competitive advantage

- Cooperation of potential rivals, or pre-emptying competitors

- Complementarity of goods and services to markets

- Co-specialization

- Overcoming legal / regulatory barriers

- Legitimation, bandwagon effect, following industry trends

However, besides numerous advantages of strategic alliances, there exist a few strong drawbacks, that may lead to the failure of a business. Like the most entry modes described above, strategic alliance partners may also suffer from the lack of control. Moreover, despite the fact that both enterprises remain independent, wrong or illegal actions of a partner may cause discredit of another partner as well. Even if the company was not involved in improper operations, having an alliance with such a company can tarnish reputation of both, because the alliance bands partners together in the minds of customers. Last but not least, unless a contract is not verifyed carefully, there is a probability that an alliance will not be equally beneficial for partners, meaning that one will not get as much benefits as another. (McQuerrey 2015.)

Therefore, selecting credible partners, accurate contract forming and proper implementing of prescribed activities are inevitable conditions for successful strategic alliances. But if a company needs a more involved and more permanent entry strategy, it is wise to create a joint venture, in which two companies typically pool resources to create a separate business entity.

2.1.5 Joint Venture

Joint Venture is an independent commercial enterprise undertaken by two or more organizations that share a common interest, as well as risks and profits. Usually one of the partners is physically located in the jurisdiction of the joint venture. Joint venture is typically formed for a defined purpose or specified project and partners’ contribution normally depends on the capabilities of each partner and the nature of the venture. (Stewart & Maughn 2011.)

International joint ventures ensure faster and cheaper entry to the foreign market than other strategies, like acquisitions or creating wholly owned subsidiary. For a foreign company, creating a joint venture with the local enterprise guarantees a quick access to the knowledge and know-how of the local market, elaborated networks of suppliers and customers, required expertise of the business and social norms, which enhances the probability of success for the venture. These benefits can be especially critical to a small or medium-sized business that does not have enough resources or expertise required to pursue internationalization of its business. (Stewart & Maughn 2011.)

Joint ventures partners usually suffer from the similar drawbacks, as strategic alliances or any kind of partnerships do. However, unlike strategic alliances, joint venture is managed by both partners together. Various conflicts regarding managing venture’s operations may arise, there should be a strong conflicts-resolving mechanism established to avoid negative influence of disagreements on the venture’s performance. In addition, lack of permanence of joint ventures may cause difficulties with debt financing, which creates the necessity of financing to be provided by partners, thus increasing the level of risk. And again, there is always a risk for partners of joint venture to become strong competitors for each other after completion of the project. (Stewart & Maughn 2011.)

Date: 2015-12-17; view: 1176