“FRIENDS HAVE ALL THINGS IN COMMON” PLATO

COLLABORATOR ANALYSIS

.THE NATURE OF COLLABORATOR • INVOLVES ENTERING INTO A RELATIONSHIP AN OUTSIDE ENTITY AND DELEGATING TO IT AND DELEGATING TO IT SUBSET OF THE COMPANY’S (TYPICALLY NON-CORE) ACTIVITIES. • DEFINE BY THE NATURE OF THE COLLABORATING ENTITIES AND THE RELATIONSHIPS AMONG THEM.

AND VIRTUALLY ANY TWO ENTITIES CAN BE COME COLLABORATORS. .COLLABORATOR ENTITIES • SPAN DIVERSE FUNTIONAL AREAS .

.RESEARCH AND DEVELOPMENT COLLABORATORS WORK WITH THE COMPANY ON DEVELOPMENT OF NEW PRODUCTS OR SERVICE MANUFACTURING COLLABORATORS ASSIT THE COMPANY WITH PRODUCING THE ACTUAL PRODUCT.

SERVICE PROVIDERS COLLABORATE WITH COMPANY TO DELIVER THE SERVICE ASPECT OF THE COMPANY’S OFFERING ADVERTISING AGENCIES ASSIST THE COMPANY WITH PROMOTING ITS OFFREINGS. MANAGING PUBLIC RELATIONS . DEVELOPING COMMUNICATION AND BRANDING STRATEGIES AND CONDUCTING MARKETING RESEARCH .

DISTRIBUTORS SUCH AS WHOLESALERS AND RETAILER. THE SALES FORCES COLLABORATES WITH THE COMPANY TO PRMOTE AND/OR DELIVER ITS OFFERING TO TARGET CUSTOMERS . COLLABORATE WITH THE COMPANY BY FACILITATING THE DELIVERY OF ITS OFFERINGS TO TAGET CUSTOMERS.

. COMPETITORS. COLLABORATORS.MARKETING RESEARCH ENTITIES WORK WITH THE COMPANY TO BETTER UNDERSTAND THE COMPANY´S CUSTOMERS. AND THE OVERALL CONTEXT IN WHICH THE COMPANY OPERATES.

delivery chain Company Company Company .Manufacturer .COLLABORATION TYPE Figure 1.delivery chain Collaborator Customers Company Customers Supplier .Customer HORIZONTAL COLLABORATION Usually ocuppy the same level of the value.Distributor . Vertical and Horizontal Collaboration VERTICAL COLLABORATION Company Collaborator Located along the value.

AND STRATEGIC RISK OF CREATING A POTENCIAL COMPETITOR BY SHARING KNOW-HOW AND STRATEGIC INFORMATION. EXPLICITY COLLABORATION HAS DRAWBACKS . LEADS TO GREATER EFFECTIVENESS AND COST-EFFIENCY ON THEIR ACTIVITIES.À-VIS EXPLICIT COLLABORATION) . SUCH AS : -LONG – TERM . SUCH AS LOWER FLEXIBILITY . COMES AT THE COST OF INABILITY TO PREDICT THE BEHAVIOR OF VARIOUS CHANNEL MEMBERS IMPLICIT COORDINATION IS A LOWE LEVEL OF COMMITMENT. IMPLICIT COORDINATION IS LIKELY TO LEAD TO LOWER COST – EFFICIENCY (VIS . NOT INVOLVE CONTRACTUAL RELATIONSHIP AND TENDS TO BE MORE FLEXIBLE THAN EXPLICIT COLLABORATION. RESULTING IN UNWILLINGNESS TO INVEST RESOURCES TO CUSTOMIZE THE CHANNEL OF PARTICULAR MANUFACTURER.FOSTERS A LONG-TERM RELATIONSHIP AMONG COLLABORATING ENTITIES. THE KEY ADVANTAGE : .EXPLICIT COLLABORATION IMPLICT COLLABORATION INVOLVES CONTRACTUAL RELATIONSHIPS . GREATER SWITCHING COST.CONTRATUAL AGREEMENT -JOINT VENTURES AND FRANCHISE AGREEMENTS.

COLLABORATION MAY OCCUR IN ONE OR MORE OF THESE AREA. . • INVOLVES VALUE DELIVERY ACTIVITIES SUCH AS PRODUCT DISTRIBUTION. • INVOLVES VALUE – COMMUNICATION ACTIVITIES SUSH AS ADVERTISING AND PUBLIC RELATIONS.KEY COLLABORATOR FUNCTIONS • INVOLVES BUSINESS–TO–BUSINESS INTERACTIONS IN WHICH A COMPANY AND ITS COLLABORATORS WORK TOGETHER TO DELIVER SUPERIOR VALUE TO TARGET CUSTOMERS BECAUSE VALUE – CREATION INVOLVES THE PROCESS OF DESIGNING. SERVICE AND INCENTIVES DELIVERY. • INVOLVES VALUE-DESIGN ACTIVITIES SUCH AS PRODUCT AND SERVICE DEVELOPMENT . BRAND BUILDING AND INCENTIVE DESIGN. COMMUNICATING AND DELIVERING VALUE TO TARGET CUSTOMERS .

Allocating Marketing Fuctions across Collaborators MARKETING FUNCTIONS DESIGN VALUE COMMUNICATION VALUE DELIVER VALUE COLLABORATORS R&D ENTITIES Collaborator Customers Company Collaborator Customers Company Collaborator .Figure 2.

.COLLABORATOR TO DESIGN CUSTOMER VALUES • INVOLVES ACTIVITIES AIMED AT CREATING AN OFERING THAT AS THE POTENTIAL TO DELIVER SUPERIOR VALUE TO TARGET CUSTOMERS IN A WAY TO ENABLES THE COMPANY AND ITS COLLABORATORS TO REACH THEIR STRATEGIC GOALS.

PRODUCT DEVELOPMENT COMPANIES OFTEN DEVELOP PRODUCTS IN COLLABORATION WIT OTHER ENTITIES SERVICE DEVELOPMENT .

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