Prepared By

STRATEGIC MARKETING Adnan Asif Shaikh

CRAVENS & PIERCY SP19-MBAG-0034
CHAPTER NO. 7
 STRATEGIC RELATIONSHIP
❑ The rationale for Interorganizational relationships

❑ Forms of organizational relationships

❑ Managing & Developing effective relationships between organizations

❑ Global relationships among organizations

STRATEGIC RELATIONSHIPS
End User Customer

Suppliers Intermediate Customer

Joint Ventures Competitors

Strategic Alliances Internal Partners

External Partners
DRIVERS OF
INTERORGANIZATIONAL
RELATIONSHIPS
Value Enhancing
Opportunities

Rationale for
Skills and Forming Environmental
Resources Gap Strategic Complexity

Relationship
Competitive
Strategy
 THE COST OF COLLABORATION
❑ IS RELATIONSHIP STRATEGY ESSENTIAL ?

❑ ARE GOOD CANDIDATES AVAILABLE ?

❑DO RELATIONSHIPS FIT OUR CULTURE ?

 FORMS OF ORGANIZATIONAL
RELATIONSHIP Manufacturing &
Services Suppliers
Supplier
Relationships

Direct Competitors
Inter Departments Internal FOCAL Lateral
Indirect Competitors
Business Units Partnerships FIRM Partnerships
Govt. Authorities

Customer
Relationships

Intermediate Customer
End Customer
RELATIONSHIP APPLICATIONS
Company/Brand Customer Partner
Boeing (commercial aircraft) Involving airlines in design of Boeing 777

Harley-Davidson (motorcycles) Harley Owners Group with over 100,000

members

Marriott (hotels) Partnering with corporate customers

 STRATEGIC ALLIANCES
❑ ALLIANCE SUCCESS

❑ ALLIANCE WEAKNESS

❑ TYPES OF ALLIANCES

❑ REQUIREMENT OF ALLIANCES SUCCESS

❑ ALLIANCE VULNERABILITIES
 MANAGING INTERORGANIZATION
RELATIONSHIP
❑ OBJECTIVE OF THE RELATIONSHIP

❑ RELATIONSHIP MANAGEMENT

❑ PARTNERING CAPABILITIES

❑ CONTROL AND EVALUATION

❑ EXITING FROM ALLIANCE

RELATIONSHIP MANAGEMENT
PLANNING
TRUST AND SELF
INTEREST

CONFLICTS

REPUTATIONAL RISK

LEADSHIP STRUCTURE

CULTURAL
DIFFERENCES
TECHNOLOGY
TRANSFER
LEARNING FROM
PARTNERS STRENGTH
 GLOBAL RELATIONSHIPS AMONG
ORGANIZATIONS
❑Types of global organizations
❑ the network corporation
❑ trading companies

❑The strategic role of government

❑ single nation partnership
❑ multiple nation partnership
❑ government corporations
❑ government legislation