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Slide 6-2
This slide provides a good overview of this chapter by identifying its place in the strategic
management process.
to make sense. The benefits typically come in the form of synergies. In the case of vertical
integration, the key benefit comes in the form of value chain economies.
Value Chain Economies: Value chain economies are those economies that are
created by integrating a market transaction into the boundaries of the firm. For example, a
firm that buys one of its suppliers may realize an economy by coordinating the production of
the supply with the needs of the parent firm.
Slide 6-3
Use this slide to show students the logic of corporate level strategy in general, and vertical
integration in particular. The slide can also be used to introduce students to the fact that
vertical integration deals with value chain economies. It is important that students
understand this logic because it will be referenced throughout the remainder of the course.
Slide 6-4
This slide uses the example of Leprino Foods, one of the largest producers of mozzarella
cheese in the U.S., to help explain the concept of vertical integration.
Class Activity
Divide the class into groups of 4-5 students. Assign 2 groups to each
industry and pick a company for each group. For example, in the personal
care industry the two companies can be Procter and Gamble and Colgate-
Palmolive. Have the group go to the company’s web page to the financials
(in the section of the site marked “Investors.”) Using the formula given in
the book, have them compute the level of vertical integration for their firm.
If the level of vertical integration is markedly different for the two firms in an
industry, have them discuss the merits and demerits of their company’s
stance on this issue.
Teaching Points
Slide 6-7
This slide reminds students that the VRIO Framework can be applied to a firm’s vertical
integration strategy. A vertical integration strategy will only lead to competitive advantage if
the value chain economies achieved meet the VRIO criteria.
The two extremes in economic exchange are the market and integrated economic
exchange (also called the hierarchy). In the market, the focal firm buys the product or service
from outside players or sells its product to outside intermediaries. In integrated economic
exchange, the firm performs these activities internally. Economic exchange should be
conducted in a way that maximizes value for the focal firm. Integration makes strategic sense
when the focal firm can capture more value than a market exchange provides.
Slide 6-8
Use this slide to introduce the two forms of economic exchange and how the decision
should be made on the value maximization criterion. Refer to the Leprino example to
explain that when Leprino is buying milk from dairy farmers it is conducting that exchange
in a market. If Leprino were to buy several large dairy farms, we would say that the
exchange had been integrated into the hierarchy of Leprino.
Once the overall value maximization logic of vertical integration is discussed, the
focus can shift to specifics. Vertical integration can create value—decrease costs or increase
revenues—in three situations:
Discuss How Vertical Integration Can Create Value By Reducing The Threat Of Opportunism Learning
Objective 2
Opportunism is when a firm is unfairly exploited in an exchange. In other words, one of the
two firms in an exchange holds up the other to the financial benefit of the first firm. The
hold up can occur with regard to price, delivery terms, quality, etc. For the firm that is being
held up, the exchange creates an economic loss. To avoid this, the firm can vertically
integrate. By bringing the activity in-house, the firm controls it and therefore removes the
possibility of opportunistic behavior causing economic losses. The decision to vertically
integrate, though, has to be made by comparing the costs of vertical integration with its
benefits. If the cost of opportunism is less than the cost of vertical integration, then the
decision should be to continue with market exchange.
At this point, students may still be vague about opportunism and why it is likely to
occur in an exchange. Introducing the concept of transaction-specific investment using
examples can help in clarifying this important concept.
A transaction-specific investment is any investment in an exchange that has
significantly more value in the current exchange than it does in alternative exchanges. The
example of the oil refinery in the book is a good one to use because it describes a
transaction-specific investment in visual form and examines its effect on value in numerical
form. Once this example is gone through, the instructor can use a second example (given
below) to reinforce the concept.
If the pipeline laying company is the focal firm in the discussion, look at the issue
from its perspective. It costs money to lay the pipeline but it brings value ($750,000) to the
firm. But the value comes with a catch. The full value ($750,000) is only realized in the
specific context of serving the oil refinery. Because of location issues, the value is
diminished considerably (to around $10,000) if the context is changed. If the two firms agree
on a 5-year contract on terms favorable to the oil pipeline company, then the transaction-
specific investment makes strategic sense for the focal firm. But what happens after the
initial contract runs out? That’s when opportunism (or its possibility) comes into play! In
negotiating the second contract, who has the advantage? Obviously it is the oil refinery.
They can bring down the price of the exchange so that they can profit. But the focal firm
stands to lose because of this opportunism. It is likely, then that the focal firm will not be
motivated to make this investment in the first place. Vertical integration is the recourse for
the oil refinery because it takes care of the opportunism problem.
Birds Eye, the U.S. frozen foods maker, wanted to expand to the U.K. in the
1950s, attracted by the large market and the absence of a frozen food
industry. One of the first products they sought to introduce in the U.K. was
frozen vegetables. They contracted with farmers to grow vegetables for
them. Their U.S. experience had taught them of the need to process the
vegetables within 90 minutes of harvest. Processing vegetables after 90
minutes typically resulted in the product lacking freshness. Because the
farmlands were on the outskirts of London, there were no processing plants
in existence within the 90 minutes radius. Birds Eye contacted a number of
processors and asked them to invest in a facility near the farmlands. Birds
Eye could not find a single taker. Why would this happen? Investing near
the farmlands is a transaction-specific investment. Its value would be great
only in the context of serving Birds Eye and nobody else. Why would a
processor make such a transaction-specific investment when the possibility
of opportunistic behavior by Birds Eye is great? After the investment is
made, Birds Eye could take advantage of this sunk cost by paying less to the
processor. Birds Eye was forced to vertically integrate into owning
processing plants because of this problem.
(Collis and Grant, 1992. Birds Eye and the U.K. Frozen Food Industry,
Harvard Business School Case)
Learning Discuss How Vertical Integration Can Create Value By Enabling A Firm To Exploit Its Valuable,
Objective 3 Rare, and Costly-To-Imitate Resources And Capabilities
Important Point: What if the two motivations for vertical integration provide
contrasting results? In other words, what if the opportunism argument points to vertical
integration while the capabilities argument point to a market exchange? The instructor
should help students confront this problem by using the Wal-Mart example in the text.
In its 2014 10-K SEC filing, Hershey Foods indicated that Wal-Mart accounted for
25.5 percent of total sales in the year 2013 (sales were made to McLane Company, Wal-
Mart’s primary distributor). Wal-Mart was responsible for 14 percent of Procter and
Gamble’s 2013 revenues. It is very likely that similar percentages can be found for many of
Wal-Mart’s leading suppliers. Wal-Mart clearly has tremendous bargaining power over these
companies. Many of these companies have well-staffed offices in Bentonville, Arkansas,
where Wal-Mart’s corporate headquarters is located. These are transaction-specific
investments made by these companies to serve one customer, Wal-Mart. The opportunism
minimization logic would indicate that these firms should forward integrate into retailing to
reduce the possibility of losses due to Wal-Mart’s opportunistic behavior. But, do these
firms have the resources to obtain a competitive advantage in retailing? Not likely. So,
forward integration into retailing does not make sense from a capabilities viewpoint.
Discuss How Vertical Integration Can Create Value By Enabling A Firm To Retain Its Flexibility Learning
Objective 4
Flexibility pertains to the cost (and time) of changing the strategic and operational decisions
of an organization. A flexible organization can change its strategic/operational choices
quickly. In other words, such an organization can pivot on a dime! Less flexible
organizations find this change difficult and costly. In general, vertical integration reduces a
firm’s flexibility. Why? A vertically integrated organization has expanded its bureaucracy to
include multiple activities. It has changed its structure, control system, and compensation
practices to reflect this increased bureaucracy. Changing these takes time.
Flexibility is not always a virtue. It is important to be flexible when the future is
uncertain. In such situations, alternatives to vertical integration, particularly strategic
alliances, may be better options.
Intel, the chipmaker, has a venture capital arm called Intel Capital. Its
mission is to identify and invest in promising technology companies
worldwide. Founded in 1991, Intel Capital has invested more than $11
billion in approximately 1,340 companies in over 55 countries by early 2014.
These investments help Intel in two ways: it allows Intel to profit when
these companies go public or are acquired by other companies. More
importantly, though, these investments give Intel a first right of refusal on
new technologies without the company having to vertically integrate into any
of these when their future is uncertain.
This merchant market in call centers meant that firms did not have to vertically integrate into
this activity.
In the early stage, a firm could gain a competitive advantage by operating a call
center. For example, Dell always resonated well with its customers because of the quality of
its customer interaction through its call centers. But, today, almost every company seems to
have one. It is no longer a means to competitive advantage. Besides, companies specializing
in operating call centers developed a number of valuable and costly-to-imitate capabilities. It
made sense for firms to outsource this function.
As communication technology changes rapidly, firms face a lot of uncertainty in this
regard. Investing in one technology to run a call center may put a firm at a disadvantage
because its technology may quickly become obsolete. Outsourcing this function reduces the
uncertainty for firms.
Important Point: It is important for the instructor to reiterate that the three
arguments related to the vertical integration decision may conflict with each other and
confuse decision-making. In other words, the opportunism argument may point to vertical
integration, while the capabilities and the flexibility arguments may point to de-integration.
In such cases, the firm has to look at the trade-offs involved and use cost versus benefits to
make the decision. This is also a good occasion to looks at the ethics of outsourcing
discussed in the ‘Ethics and Strategy” box in the text.
Slide 6-9
Use this slide to take students through the three value considerations in vertical integration.
Emphasize that vertical integration can create value because of any of these issues. A single
vertical integration move could create value for all three reasons.
Teaching Points
Slide 6-10
Use this slide to look at integration vs. non-integration from a rarity viewpoint. The value
chain economies achieved by a firm through vertical integration may be rare even if many
competitors have vertically integrated. Toyota is a good example of a company that could
have vertically integrated many of its suppliers. However, it has chosen to establish
relationships with suppliers that provide Toyota with many of the value chain economies
that competitors can only get through actually owning suppliers. The point being that the
substance or function of a vertical integration strategy rather than the form of the strategy is
what really matters in terms of rarity.
Rarity in vertical integration may be because of one of two things: a firm is rare in being
able to operate its vertically integrated units very efficiently. Or, it could the one firm in the
industry that is not vertically integrated while all others are.
A firm may be able to create value (more than others in the industry) through vertical
integration because of three reasons:
In the first case, the firm has developed a special technology or a new approach to
doing business, while others in the industry have not. Because this special
technology/approach to doing business requires transaction-specific investment, the firm is
vertically integrated, while others in the industry are non-integrated.
In the second case, the firm has a valuable capability that allows it to benefit from
vertical integration. Others do not have this capability and hence are not vertically integrated.
In the third reason, the firm has the ability to resolve the uncertainty that all firms in
the industry face. While others may be non-integrated because of this uncertainty, the focal
firm may be vertically integrated.
In all the cases above, the focal firm decides to vertically integrate while others in the
industry do not. But, there may also be a case where others are vertically integrated while
the focal firm benefits from being de-integrated. It creates value for itself by being able to
manage these market economic exchanges efficiently.
The ability to create value through vertical integration (or by de-integration) may not be rare
for too long if it can be imitated. Imitation can be through direct duplication or through
substitution.
Direct duplication of a firm’s vertical integration involves two things: copying the
form and copying the value creation potential. While copying the form may not be costly,
copying the value creation potential may be costly because of factors such as historical
uniqueness, causal ambiguity, and social complexity. Imitation may also be difficult if there
are not very many firms to acquire in order to vertically integrate (the small numbers
problem) or where entry barriers are quite high.
Slide 6-11
Use this slide to identify the factors involved in direct duplication of a firm’s vertical
integration strategy. Remind students that the cost of duplicating the actual value chain
economies is a more important consideration than the cost of simply duplicating the form.
An imitator may choose not to directly duplicate the value creation potential of
another firm’s vertical integration strategy. Instead, it may choose substitute modes that give
it the same benefit. Internal development and strategic alliances are two important substitute
modes.
Slide 6-12
Remind students that the logic of vertical integration is to choose the most efficient form of
exchange. Firms can choose from the market (no vertical integration), an acquisition (fully
integrated), internal development (fully integrated), or a strategic alliance (partial vertical
integration). Of course, the specific conditions of any given situation dictate which form is
most appropriate.
Teaching Points
Organizing to implement a vertical integration strategy is the last step, the “O” in the VRIO
Framework that looks at how vertical integration can create a sustained competitive
advantage. A firm must have the appropriate infrastructure—organizational structure,
management controls, and compensation policies to successfully implement a vertical
integration strategy.
The functional or U-form structure allows the firm to implement a strategy of vertical
integration.
Slide 6-13
Explain that the CEO’s responsibilities usually become much more complex as a result of
vertical integration. The functions of the new business must be integrated with the
functions of the existing business. Point out that the achievement of the desired value chain
economies depends on the ability of the CEO and other managers to integrate the functions
of the new and existing businesses.
As the slide indicates, the function brought within the firm’s boundaries because of
vertical integration is “folded in” to the same function already existing in the organization.
For example, if a company manufacturing a consumer product vertically integrates into
manufacturing its packaging products, the packaging product’s manufacturing function is
folded in with the consumer product’s manufacturing function.
The CEO in this vertically integrated U-form has the same responsibilities as
identified in Chapter 4: strategy formulation and strategy implementation. An added
dimension in a vertically integrated firm is to continually assess the value creation potential
of vertical integration. In addition, the CEO has also to resolve conflicts arising among the
various functions.
Since each function in a U-form organization functions in a silo, their perspective is
likely to be very narrow. This could lead to conflicts among functions. This is a good time
for the instructor to point out to students that, depending on their major, they are likely to
view an organization from different perspectives. Accountants typically are obsessive about
cost control, while marketers and R&D people may not have the same attention to cost
control. Sales and manufacturing always seem to have conflicts – manufacturing blaming
sales for poor sales forecasts that leaves a lot of unsold goods in inventory and so on. It is
important for the instructor to go back to Slide 6-13 and point out that the CEO’s job
involves facilitating cooperation among functions and minimizing the ill effects of conflicts
among these functions.
As indicated above, vertical integration strategies typically require that one business be
integrated with an existing business (in the case of acquisition). Such integration presents
some potentially challenging management issues. These issues revolve around aligning the
interests of managers, new and existing, with the interests of the newly combined firm.
Slide 6-14
This slide provides some context for a discussion of management controls. Emphasize that
the need for management controls arises because the achievement of value chain economies
depends on managers behaving in certain ways. Managers from the new business and
managers from the existing business must be able to get along with each other. Managers
usually need to be given incentives to adopt a long-term focus so that the integrated firm can
achieve value chain economies over the long run.
▪ budgets
▪ management committees
Budgets help in the control process by identifying the metrics by which performance
is to be measured. A vertically integrated firm may develop budgets in a variety of areas:
sales, costs, etc. Typically budgets are tied into the compensation process, in that managers
may receive bonuses depending on how close they are to their budget. While budgets help
in the control process, they may have serious downsides. Primary among them is the fact
that budgets are likely to promote short-term behavior (controlling expenses today to meet
budget but not preparing for the future) at the cost of long-term actions. Involving
managers in the budgeting process and using qualitative measures in addition to quantitative
ones can help in this regard.
Internal management committees that meet periodically also help in the control
process. Two common ones (though they may go by different names in organizations) are:
The difference between the two types of committees is essentially in their focus: the
executive committee tends to focus on short-term firm performance, while the operations
committee has a long-term view of firm performance. Both committees are staffed by the
CEO and key functional area managers. They meet regularly (typically, weekly for the
executive committee and monthly for the operations committee) to identify problems and
come up with solutions. Such committees also help in reducing the conflicts among
departments.
Slide 6-15
Explain that strategic budgets are used to encourage investment that will benefit the firm in
the long run. For example, a strategic budget may set aside capital to be invested in a new
plant or for the hiring of new R&D engineers. The purpose of a strategic budget is to
separate strategic investment from normal operating spending. This is one way to remove
the incentive for managers to curtail strategic investment so that they can meet short-term
financial targets. A strategic budget is concerned with the inputs, i.e. spending on strategic
initiatives, and outputs, i.e. performance of the investment. Operational budgets cover
normal operations. Point out that board committees may also play a role in helping to focus
management attention on the issues necessary to achieve the desired value chain economies.
Compensation is the third piece of the “Organizing” puzzle. As such it complements both
structure and control systems and helps guide behavior toward desired ends. The three
explanations for vertical integration (opportunism, capabilities, and flexibility) have
important compensation implications. The instructor should structure this discussion
around this idea.
Very often employees make firm-specific investments of their own. They expend
energy cultivating skills valuable to the organization, imbibe the organizational culture and
establish contacts within and outside the firm. Such investments are valuable only in the
context of the firm, in that, once the employee leaves the firm, much of the investment
declines in value. Employees know that if they make such firm-specific investments, they are
vulnerable because the firm can treat them badly without worrying that the employee will
seek employment elsewhere. So how should an organization encourage its employees to
invest in firm-specific skills in light of this possibility? They should do it by providing
incentives as part of their compensation.
While the previous paragraph talked about providing incentives for individuals to
invest in firm-specific skills, there is also the fact that groups of employees make firm-
specific investments. Very often, it is the tacit collective knowledge of these groups of
employees that give the firm valuable costly-to-imitate capabilities. The firm’s compensation
policy must encourage such collective firm-specific investment.
Compensation practices must also take into account the importance of flexibility.
Employees must be encouraged to engage in activities that allow the firm to be flexible in
order to take advantage of opportunities.
Table 6.1 in the text portrays the various aspects of compensation aligned with the
three explanations for vertical integration. The instructor should use this table to tie the
compensation challenges in vertical integration with specific alternatives. It is important to
reiterate that the opportunism explanation calls for individual rewards – salary, cash bonus
for individual performance, and stock grants for individual performance – while the
capabilities explanation suggests group-based rewards. The flexibility explanation suggests
covering the downside risk for employees but provide stock grants for upside potential.
Slide 6-16
This slide depicts how various compensation alternatives can be used in an effort to achieve
value chain economies by aligning the interests of managers with the interests of the
organization. Point out that how people are compensated can change their incentives to
work together with others, to focus on the long-term versus the short-term, etc.
Teaching Points
Slide 6-17
Use this slide to remind students that vertical integration makes sense under certain
conditions. Call attention to the fact that a vertical integration strategy is a matter of
deciding which form of economic exchange is the most efficient. Point out that a vertical
integration strategy that is not valuable, rare, and costly-to-imitate is unlikely to generate
competitive advantage.
The instructor should close this chapter by pointing the important caveat with
respect to vertical integration—it is costly and so it is necessary to weigh the costs and
benefits before making the decision.
Slide 6-18
Remind students that vertical integration is an element of corporate level strategy. As such,
a vertical integration strategy should create value according to the logic of corporate level
strategy. Use this slide to reiterate that ownership comes with a price and so caution must
be applied in making the decision to vertically integrate.
CHALLENGE QUESTIONS
6.1. Some firms have engaged in backward vertical integration strategies in order to
appropriate the economic profits that would have been earned by suppliers selling to
them. How is this motivation for backward vertical integration related to the
opportunism logic for vertical integration described in this chapter? (Hint: Compare
the competitive conditions under which firms may earn economic profits to the
competitive conditions under which firms will be motivated to avoid opportunism
through vertical integration.)
Take the case of an auto manufacturer who is currently sourcing, say, rear-
view mirrors from an outside supplier. It is clear to the manufacturer that the
mirror supplier is making enormous profits in this transaction. Now, let’s say
that the manufacturer is making a new type of vehicle that calls for a
significantly new type of mirror. The mirror manufacturer has to make
significant transaction-specific investment for this deal. The auto
manufacturer is unlikely to get the mirror manufacturer to make the
investment for fear of opportunistic behavior by the auto manufacturer. The
auto manufacturer can now avoid opportunism and increase its profits by
vertically integrating into making its own mirrors. However, the other
explanations for vertical integration (capabilities and flexibility) must also be
factored into this decision.
6.2. You are about to purchase a used car. What kinds of threats do you face in this
purchase?
The principal threat that the buyer of a used car faces is with regards to the
quality of the car. A new car comes with a warranty, while a used car (other
than one bought from a dealer) bought from a private seller does not. There
is also the price issue. It is possible to get an idea of the price of a new car by
comparing various dealers’ price for a specific car. It is much more difficult
for a used car because the comparable variables (number of years used,
mileage, etc.) could be different.
6.3. You are about to purchase a used car. What can you do to protect yourself from the
threats in this situation?
from if the car has problems. Not so in the case of the individual seller, who
will offer no warranty and is not likely to answer questions after the sale.
6.4. How is buying a car like and unlike vertical integration decisions?
One can buy a used car by transacting directly with a seller or by buying it
from a dealer. Transacting directly with a seller requires the buyer to do a lot
more work (in a sense vertically integrate) than the dealership route. The
buyer has to get the car tested (at an independent repair shop) and get the
paperwork done at the government office that deals with car registrations.
The amount of time spent is greater as is the amount of responsibility
undertaken by the buyer.
6.5. What are the competitive implications for firms if they assume that all potential
exchange partners cannot be trusted?
The principal option for such a firm is to vertically integrate into all activities
of the value chain. This way they do not have to work with outside partners
and thereby completely avoid the trust issue. The other option is to write
ironclad contracts for lengthy periods of time. Such contracts cover every
possible contingency so that the firm is protected from adverse actions of
exchange partners.
6.6. Common conflicts between sales and manufacturing are mentioned in the text.
What conflicts might exist between other functional areas? Consider the following
pairings: research and development and manufacturing; finance and manufacturing;
marketing and sales; accounting and everyone else?
R&D may develop a product without any regard to the difficulties in the
manufacturing process. For example, R&D may design a product with
tremendously low tolerances for some of the components. This may be
difficult to manufacture. Manufacturing may demand improvements in their
plants or the construction of new plants to take care of capacity issues.
Finance may balk at these proposals because organizational capital may be
limited and there are other demands on it. Marketing and sales may have
conflict over any of the 4 Ps – product, pricing, promotion, and place
(distribution). As salespeople, they may want lower prices to meet their sales
quotas and additional marketing; the marketing function may insist on
sticking to their original marketing plan. Accountants are record keepers;
they love paper trails because it protects them during audits. The other
functions may not pay as much attention to records. Accountants may also
insist on cutting costs and staying within budgets; the other functions may
chafe at this close monitoring. The CEO can resolve these conflicts by
stating clearly his/her expectations for each function and by promoting the
well being of the organization as a whole as the paramount goal. Insisting on
regular cross-functional meetings also helps. Finally, having liaisons that act
as internal boundary spanners and coordinate activities between functions
can help everybody see the same big picture.
6.7. What could a CEO do to help resolve the conflicts found between functional areas
of the organization?
The CEO can resolve these conflicts by stating clearly his/her expectations
for each function and by promoting the well being of the organization as a
whole as the paramount goal. Insisting on regular cross-functional meetings
also helps. Finally, having liaisons that act as internal boundary spanners and
coordinate activities between functions can help everybody see the same big
picture.
6.8. Under what conditions would you accept a lower-paying job instead of a higher-
paying job?
One would accept a lower paying job over a higher paying job if the lower
paying job has tremendous upside to it. In other words, if the job is more
challenging and rewarding in a non-monetary way. Also, if the higher paying
job requires the employee to invest a tremendous amount of time in learning
skills specific to this employer (transaction-specific investment), the
employee may fear opportunistic behavior by the employer in terms of future
compensation.
6.9. What implications does your accepting a lower-paying job over a higher-paying one
have for your potential employer’s compensation policy?
Problem Set
6.10 Which of the following two firms is more vertically integrated? How can you tell?
a. Firm A has included manufacturing, sales, finance, and human resources within
its boundaries and has outsourced legal and customer service.
b. Firm B has included manufacturing, sales, legal, and customer service within its
boundaries and has outsourced finance and human resources.
6.11 What is the level of transaction specific investment for each firm in the following
transactions? Who in these transactions is a greater risk of being taken unfair
advantage of?
a. Firm I has built a plant right next door to Firm II. Firm I’s plant is worth $5
million if it supplies Firm II. It is worth $200,000 if it does not supply Firm II.
Firm II has three alternative suppliers. If it receives supplies from Firm I, it is
worth $10 million. If it does not receive supplies from Firm I, it is worth $9.8
million.
b. Firm A has just purchased a new computer system that is only available from
Firm B. Firm A has redesigned its entire production process around this new
computer system. The old production process is worth $1 million; the new
process is worth $12 million. Firm B has several hundred customers for its new
computer system.
c. Firm Alpha, a fast food restaurant company, has a contract with Firm Beta, a
movie studio. After negotiating with several other potential partners, Firm Alpha
agreed to a contract that requires Firm Alpha to pay Firm Beta $5 million per
year for the right to use characters from Firm Beta’s movies in its packaged
meals for children. Demand for children’s movies has recently dropped.
d. Firm I owns and runs a printing press. Firm J uses the services of a printing
press. Historically, Firm I has sold its services to many customers. However, it
was recently approached by Firm J to become its exclusive supplier of printing
press services. Currently, Firm I is worth $1 million. If it became the sole
supplier to Firm J, it would be worth $8 million. To complete this deal, Firm I
would have to stop supplying its current customers and modify its machines to
meet Firm J’s needs. No other firm needs the same services as Firm J. Before
deciding to propose this arrangement with Firm I, Firm J contacted several other
suppliers who said they would be willing to become a sole supplier for Firm J.
6.12 What recommendation would you make in each of these situations, vertical
integration or not vertical integration and why?
a. Firm A needs a new and unique technology for its product line. There are no
substitute technologies. Should Firm A make this technology or buy it?
b. Firm I has been selling its products through a distributor for some time. It has
become the market share leader. Unfortunately, this distributor has not been
able to keep up with the evolving technology and customers are complaining.
There are no alternative distributors available. Should Firm I keep its current
distributor or should it begin distribution on its own?
c. Firm Alpha has manufactured its own products for years. Recently, however,
one of these products has become more and more like a commodity. Several
firms are now able to manufacture this product at the same price and quality as
Firm Alpha. However, they do not have Firm Alpha’s brand name in the market
place. Should Firm Alpha continue to manufacture this product or should it out-
source it to one of these other firms?
just one of these technologies? Should it partner with other firms that are
investing in these different technologies?
Answer 6.10
Firm A appears to be more vertically integrated. Students should provide an analysis that
examines the level of vertical integration from both a backward and forward perspective. In
the backward vertical integration situation, the firm has integrated aspects of its value chain
that are closer to the supplier side; in the forward vertical integration situation, the firm has
integrated aspects of its value chain that are closer to its customers.
Answer 6.11
The level of transaction specific investment is higher for Firm I than it is for Firm II.
Firm I is the party that has a greater risk of being taken unfair advantage of.
Firm A has the higher level of transaction specific investment. Firm B has the lower
transaction specific investment given the many customers. Firm A has the greater risk.
Due to the decrease in demand for children’s movies, it could be argued that Firm Beta
has the higher level of transaction specific investment.
Firm I clearly has the higher level of transaction specific investment risk. Firm I will be
the exclusive supplier for Firm J and for no other firms. Firm J has already
contacted other potential sources for its supplies.
Answer 6.12
If Firm Alpha continues to have strong presence in the market and holds the dominant
market position, it should continue to manufacture the product with its own brand.
There does not appear to be any cost advantage to outsourcing as the other firms
have the same capabilities.
It would probably be more cost effective to partner, in the short-term, with other firms
that are investing in the different technologies.
Note to Instructor: In each of the above cases, you may wish to ask students to provide a
value-chain projection to support their analyses.
Fünfzehntes Kapitel.
„Und will sich nimmer erschöpfen
und leeren.“
Newala, Anfang Oktober 1906.
Ein paar Tage lang hat es geschienen, als wolle unser deutscher
Altweibersommer vom fernen Uleia aus uns hier oben einen Besuch
abstatten, so frisch-kühl schien die Sonne auf Weiße und Schwarze
hernieder, und so windstill war es um unsere Barasa. Jetzt aber
umbraust wieder der altgewohnte eisige Novemberost die Boma von
Newala, und geregnet hat es gerade am Michaelistage auch schon.
Das muß wohl ein hierzulande allgemein verstandenes Signal für
jung und alt gewesen sein, denn weder die unvermeidlichen Knaben
belagern mich, noch kehren auch meine Gelehrten wieder.
Erfreulicherweise habe ich die alten Herren im Laufe der letzten
Wochen so auspressen können, daß ich schon jetzt, im
unanfechtbaren Besitz einer Unsumme von Aufzeichnungen und
Notizen, vollauf befriedigt von dannen pilgern könnte, hielten mich
nicht die Sprachaufnahmen, in die ich mich nun einmal verbissen
habe, noch für eine kurze Spanne zurück. Ganz unmöglich ist es, an
dieser Stelle auch nur die knappste Skizze von dem zu geben, was
ich, der nunmehr wissend Gewordene, von allen diesen mehr oder
minder seltsamen Sitten und Gebräuchen in mein vor Glückseligkeit
jauchzendes Gemüt aufgenommen habe. In amtlichen und
nichtamtlichen Schriften, zu denen ich sicherlich die Muße manchen
Semesters werde opfern müssen, ist der Platz für alle Einzelheiten;
was ich hier bringen kann, darf und will, ist lediglich ein Hervorheben
gerade dessen, was vermöge seiner Eigenart jeden Kulturmenschen
fesseln kann und wohl auch wird.
Ein unbegrenztes Forschungsfeld sind die hiesigen
Personennamen. Wo der Islam bereits Fuß gefaßt hat, herrscht auch
die arabische Benennungsweise; da marschiert neben dem
Makonde-Askari Saidi bin Mussa sein Kamerad vom Nyassasee Ali
bin Pinga, und hinter dem Yaoträger Hamisi zieht Hassani aus
Mkhutu seines Weges fürbaß. Bei den Binnenstämmen waltet als
soziales Prinzip die Sippeneinteilung vor; daher tritt selbst noch zu
dem Vornamen der zum Christentum Bekehrten der Name des
Clans. Daudi (David) Machina nennt sich der schwarze Pastor von
Chingulungulu, und Claudio Matola heißt der präsumtive Nachfolger
Matolas I. und Matolas II. Über diese Namen des Innern gleich mehr.
Ebenso fesselnd wie die Namen selbst ist oftmals ihre
Bedeutung; schon meine braven Träger haben mir in dieser
Richtung manch fröhliche Minute verursacht; sie führen zum großen
Teil auch gar zu drollige Bezeichnungen. Pesa mbili, Herr
Zweipfennig in deutscher Währung, ist uns ebensowenig ein
Fremder mehr wie seine Freunde Kofia tule, der lange Mann mit
dem flachen Käppchen, Herr Kasi uleia, der Mann, der beim
Europäer Arbeit nimmt, und Herr Mambo sasa, die „Sitte von heute“.
Mambo sasa ist und bleibt für mich die lebendige Illustration zu
meiner mitgenommenen Phonographenwalze aus der „Fledermaus“,
die ihr „Das ist nun mal so Sitte“ wohl aus dieser Ideenassoziation
heraus jetzt häufiger ertönen lassen muß als früher. Außer diesen
Getreuen laufen unter meinen zwei Dutzend schwarzen Kameraden
noch folgende Gentlemen herum: Herr Decke (Kinyamwesi:
Bulingeti, verderbt aus dem englischen blanket); Herr Cigaretti
(bedarf keines Kommentars); Herr Kamba uleia (keck, aber sehr frei
übersetzt: du deutscher Strick); Herr Berg oder Hügel (Kilima), und
die Herren Kompania und Kapella. Ins Seemännische fallen die
Namen Maschua (Boot) und Meli (vom englischen mail, das
Dampfboot); ins Arithmetische Herr Sechs (Sitta). Den würdigen
Beschluß macht Mpenda kula, Herr Freßsack.
Den Namen der Binnenstämme fehlt der merkbare europäische
Einschlag dieser Trägernamen, doch spaßig will uns auch hier
mancher erscheinen. Ich bemerke dabei, daß diese Namen
durchweg nicht die ersten sind, die ihren Träger zieren; wie sooft bei
Naturvölkern, auch heute noch bei den Japanern, haben wir auch
hier die Erscheinung, daß jeder einzelne im Anschluß an die
erlangte und festlich begangene Mannbarkeit einen neuen Namen
bekommt. Den hiesigen Eingeborenen ist die ursprüngliche
Bedeutung dieses Wechsels nicht oder nicht mehr bekannt, doch
geht man wohl nicht fehl in der Annahme, daß die neue Benennung
auch einen neuen Menschen bedeutet; jede Erinnerung an den alten
Adam ist damit ausgelöscht, der neue Mensch aber steht in ganz
anderem verwandtschaftlichen Verhältnis zu seinen Angehörigen
und Stammesgenossen als der frühere. Offiziell ist jeder erwachsene
Yao, Makua, Makonde oder Matambwe berechtigt, sich als Pate
anzubieten, doch erweckt mir die Mehrzahl der Namen den
Eindruck, als seien sie in Wirklichkeit Spitznamen, die ihrem Träger
gelegentlich aus dem Bekanntenkreis anfliegen; der Neger hat
bekanntlich ein sehr feines Gefühl für die Schwächen und Blößen
des anderen.
Chelikŏ́ sue, Herr Ratte, ist uns von seinen Heldenliedern von
Chingulungnlu her schon bekannt; zu ihm gehört der Namenklasse
nach Chipembēre, Herr Nashorn. Dieser neigt zum Jähzorn wie
jener Dickhäuter, daher sein Name. An die ursprüngliche
Stammeszugehörigkeit, nämlich zu den Wandonde, erinnert der
Name des alten Biervertilgers Akundonde. Der Sieger im Gefecht ist
Chekamĕ́ nya; Freude herrschte über die Geburt des Machīna;
Makwenja rafft alles an sich; Chemduulăgá macht hingegen wenig
aus sich, er ist die verkörperte Bescheidenheit. Ebenso ist Mkotima
ein ruhiger Mann; Siliwindi ist nach dem gleichnamigen guten
Sänger unter den Vögeln des Landes genannt; Mkokora endlich
trägt den Schmutz mit den Händen weg.
Das sind Wayao-Männernamen. Von den Frauennamen dieses
Stammes will ich nur folgende hervorheben: Frau Chemā́ laga; sie ist
ganz allein zurückgeblieben, alle ihre Angehörigen sind gestorben;
Frau Chechelajēro, die es immer schwer hat; Frau Chetulāye, die
schlecht lebt, und schließlich Chewaŏ́ pe, sie ist dein.
Die Personennamen der übrigen Völker sind im großen ganzen
desselben Charakters: Kunanyupu, Herr Gnu, ist ein alter Makua,
der nach seiner eigenen Aussage in seiner Jugend viele Gnus erlegt
hat; Nantiaka ist der Don Juan, der von einer zur andern flattert.
Geistesverwandt ist Ntindinganya, der Spaßvogel, der anderen in die
Schuhe schiebt, was er selber ausgeführt hat; Linyongonyo ist der
Schwächling ohne Kraft, Nyopa aber der Ehrgeizige, der danach
strebt, daß andere ihn fürchten; Madriga ist der Betrübte, der
Hypochonder; Dambuala der Faule.
Unter den Frauen ist Aluenenge die Selbstbewußte; ihr Herr und
Gebieter hat sich zwar noch ein zweites Weib genommen, aber bei
der wird er, das weiß Aluenenge ganz bestimmt, nicht bleiben,
sondern reuevoll zu ihr zurückkehren. Weit weniger glücklich ist
Nantupuli dran; sie läuft in der Welt herum, bekommt aber nichts,
weder einen Mann, noch sonst etwas. Wieder zur Kategorie der
Unglücklichen gehören dann Atupimiri und Achinaga; jene besitzt
einen Mann, der wenig seßhaft ist; immer ist er auswärts, nur von
Zeit zu Zeit kommt er, um seine Frau zu „messen“, d. h. zu sehen,
ob sie sich gut oder schlecht beträgt. Achinagas Mann aber ist stets
krank und kann nicht arbeiten; so muß sie alles allein machen. Eine
Pesa mbili gibt es auch unter den Makondefrauen; „früher stand ich
hoch,“ so besagt der Name, „in der Wertschätzung der Männer, jetzt
aber bin ich nur noch zwei Pesa wert; ich bin alt geworden.“
Schönheit steht eben auch beim Neger im Preise.
Ein sehr dankbares, aber auch recht schwierig zu beackerndes
Forschungsfeld ist für mich allerorten die Feststellung der
Gebräuche, die den einzelnen in seinem Dasein von der Wiege bis
zum Grabe begleiten.
In der mütterlichen Hütte ist das kleine Negerkind, das noch gar
nicht schwarz, sondern ebenso rosig aussieht wie unsere
Neugeborenen, zur Welt gekommen; der Herr Vater ist weit vom
Schuß; ihn haben die weisen Frauen beizeiten gehen heißen.
Säuberlich wird das Baby gewaschen und in ein Stück neuen
Rindenstoffes gewickelt. Dabei salbt man seine Ohren mit Öl, damit
es hören soll; das Bändchen unter der Zunge aber löst man mit dem
landesüblichen Rasiermesser, damit es sprechen lerne. Knaben
werden wie überall gern gesehen; in bezug auf Mädchen verhalten
sich die Stämme und, genau wie bei uns, auch die einzelnen
Familien verschieden. In der Völkerkunde ist oft zu lesen, daß die
Naturvölker die Geburt von Mädchen aus rein mammonistischen
Gründen freudig begrüßten, brächten doch die erwachsenen
Mädchen dem Elternpaar bei der Heirat den Kaufpreis ein. Bis zu
einem gewissen Grade mögen derartige Momente auch hierzulande
mitspielen, im allgemeinen aber sind Mädchen schon deswegen
gern gesehen, weil sie der Mutter bei den mannigfachen Arbeiten in
Haus und Feld frühzeitig an die Hand gehen können. Nach ihrer
Verheiratung wird der Herr Schwiegersohn zudem zum treuesten,
unentgeltlichen Diener des mütterlichen Hauses. Hier, im Lande der
Exogamie, der Außenehe, siedelt nämlich die junge Frau nicht mit in
das Heim des Ehemannes über, sie tritt auch nicht in seine
Verwandtschaft hinein, sondern gerade umgekehrt: der Mann verläßt
Vater und Mutter und zieht entweder direkt ins schwiegermütterliche
Haus oder baut sich doch unmittelbar daneben an; in jedem Fall
aber sorgt er, bis seine eigenen Familienumstände es anders
bedingen, mit voller Kraft jahrelang für die Erhaltung des
schwiegermütterlichen Anwesens; er besorgt die Aussaat und die
Ernte, macht neue Felder urbar, kurz, er sieht der Schwiegermama
jeden Wunsch an den Augen ab. Er trägt sie auf Händen.