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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
7/24/2019 Strategic Alliances Ch#8 Ansary
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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
' $o/ #an Channel Me)ers Manufa#tureTrust*3 In Channel relationshi honesty & )eneolen#e
go together' The role of E#onoi#s Satisfa#tion
' 8one#onoi# Satisfa#tion
3A)sen#e of (ysfun#tional Confli#t3A)sen#e of Coer#ion
' "i#ing the artner & the Setting %=u>itsu & =edE;
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!ecision Structures that #nhance Trust
' Centrali2ation redu#es trust
' =orali2ations redu#es trust
' More Couni#ation in#rease trust' Creating 0rg stru#ture #ondu#ie to
)uilding trust
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Moving a Transaction through Stages of !evelo$ment
to reach Alliance Status
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%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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