What is the relationship between a joint venture and a strategic alliance?
A strategic alliance is an arrangement between two companies to undertake a mutually beneficial project while each retains its independence. The agreement is less complex and less binding than a joint venture, in which two businesses pool resources to create a separate business entity. Show
A company may enter into a strategic alliance to expand into a new market, improve its product line, or develop an edge over a competitor. The arrangement allows two businesses to work toward a common goal that will benefit both. The relationship may be short-term or long-term. Key Takeaways
1:14 Strategic AllianceUnderstanding Strategic AlliancesAt the heart of strategic alliances lies companies striving to be better but may not have the resources to embark on certain endeavors. Instead of single-handedly attempting to build out market opportunities, companies can seek out existing resources to leverage personal growth. Consider the massive clientele base of Uber. While Uber may have an interest in making the ridership experience as strong as possible, it may not be feasible for the company to single-handedly build out their own repository of music with technological capabilities to be played on demand. For this reason, Uber turned to Spotify to enter into a strategic alliance. On the other hand, Spotify can boast of a strong technological product. However, it may seek opportunities to get in front of a wider consumer audience (exactly what Uber has to offer). By forming a strategic alliance in where Uber provides the consumers and Spotify offers the technology, the two companies came together to create a market opportunity that neither entity could have achieved on their own. Though less formal than other types of agreements, a strategic alliance is often still bound with a contractual obligation that legally binds the actions of each alliance member. Types of Strategic AlliancesThere are three primary forms of strategic alliances. These three types of strategic alliances vary in the degree of financial investment each company makes into the agreed-upon joint effort. Joint VentureA joint venture occurs when two companies agree to come together to create an entirely new, separate company that each of the existing companies become a parent to. In 2012, Microsoft and General Electric Healthcare signed a joint agreement to create a new third company called Caradigm. Caradigm was created to develop and market an open healthcare intelligence platform. The idea behind the joint venture was Microsoft had the technical capability of making such a platform work, while GE's healthcare IT division had the expertise on the healthcare side. Equity Strategic AllianceAn equity strategic alliance may have similar outcome goals as a joint venture; however, it is funded differently in that one company makes an equity investment into another. In 2010, Panasonic invested $30 million into Tesla. The investment was intended to help build a stronger alliance between the two companies and to more rapidly advance the electric vehicle market expansion. As one of the world's leading battery cell manufacturers, Panasonic's skillset blended strongly with Tesla's ambition of incorporating proprietary packing using cells from multiple battery suppliers. Non-Equity Strategic AllianceA non-equity strategic alliance forms when two entities realize mutual benefit exists and no equity transfusion is necessary. As discussed below regarding Barnes & Noble and Starbucks, each member of the alliance simply brings their resources to the alliance for the other party to capitalize upon. A more simple contractual obligation is agreed upon for the two entities to pool resources and capabilities together. How Do Strategic Alliances Create Value?There's many reasons why a company may choose to enter into a strategic alliance. These reasons may include but are not limited to:
Strategic alliances often form between companies with varying business or product cycles. For example, companies with short cycles may seek companies that have made long-term investments to aid in the rapid development of a product that would otherwise require more time. How to Find a Strategic AllianceForming a strategic alliance requires creativity, forward-thinking, and savvy business sense. Though many strategic alliances are not the same, each is rooting in common steps outlined below.
Advantages and Disadvantages of a Strategic AlliancePros of a Strategic AllianceA strategic alliance allows a company to embark on opportunities it may otherwise not have been able to embark upon. This includes earning new clients, engaging in different markets, or selling different products. Each of these avenues has the potential to increase a company's revenue and profitability. Strategic alliances are also a way to diversify a company's revenue stream and generate different opportunities to mitigate company-wide financial risk. Risk is also mitigated with the help of the alliance members as each entity may have resources that can be used to solve unique challenges or navigate unfamiliar business scenarios. Last, strategic alliances allow a company to operate differently than it normally would. This means using resources it doesn't have. This might be physical goods, access to markets, or labor with specific expertise. This may also mean the company can leverage the market presence of another firm to more positively gain public perception about their own company. Entering into an alliance with a company with a strong public reputation helps create brand trust and recognition of your own entity. Cons of a Strategic AllianceA strategic alliance is most likely to succeed if there is strong communication. This means both parties must continually expend resources to manage the alliance to ensure both sides are in agreement. Should the transmission of information or strategy fail, it will be more difficult for the alliance to succeed. Though strategic alliances may seem fair and romantic, they are often not equally balanced. One company will almost always naturally benefit more than the other, and there may not be a simple solution to balance the trade. There may also develop an unnatural reliance on one side or the other in terms of resources consumed or expertise relied upon. Just like how a strategic alliance can help boost a company's public image, the wrongdoing of an alliance company may do harm. One company's reputation may rely on the other, though they have no control over how the other company handles itself in public. Similar difficulty may exist if there are conflicts between the alliance members; should there be strategic disagreements, resources may be wasted on resolving interpersonal conflicts that would not have existed without the alliance. Strategic AlliancesPros
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Examples of Strategic AlliancesThe deal between Starbucks and Barnes & Noble is a classic example of a strategic alliance. Starbucks brews the coffee. Barnes & Noble stocks the books. Both companies do what they do best while sharing the costs of space to the benefit of both companies. Strategic alliances can come in many sizes and forms:
Why Are Strategic Alliances Important?Strategic alliances are important because it enables a company to further benefit in areas it would not because of its personal lack of resources. Whether it is forming an alliance to gain entry into a market, labor from skilled workers, or resources from limited sources, successful companies work with other companies. This is important as it allows a company to personally benefit by leveraging the assets of another company. What Is the Difference Between a Partnership and a Strategic Alliance?An alliance is a collaboration between two companies in which each individual company is expected to profit or benefit from the agreement. A partnership is a more formal type of agreement in which partners merge to create a single, shared economic interest. What Is the Most Important Factor in a Strategic Alliance?A strategic alliance is a relationship between two entities. For this reason, the most important factor in the alliance is the trust and collaboration between the two teams. There must be a mutual commitment to joint success for strategic alliances to be successful, and the alliance must be guided by clear objectives, strategic, and conversations to make sure both sides are continually on the same page. The Bottom LineA strategic alliance is an agreement between two parties for the mutual benefit of both. Each side often provides some sort of resource it allows the other party to use; by collaborating with another entity, both parties are poised to benefit in some way. What are three the key difference between a joint venture and a strategic alliance?The two more companies come together in a strategic alliance, continue to operate as separate and independent companies. In a joint venture, there is a need for a contract so a contract exists in a joint venture. In a strategic alliance, there may or may not be a contract. In a joint venture is a risk is limited.
What is the key difference between a joint venture and a strategic alliance quizlet?What are the basic differences between a JV and other types of strategic alliances? Strategic alliances occur when two or more companies agree to cooperate to achieve a mutual objective. A joint venture (JV) is a strategic alliance in which a new firm or organization is created.
What are the benefits of alliance and joint venture strategies?Joint venture advantages and disadvantages. access to new markets and distribution networks.. increased capacity.. sharing of risks and costs (ie liability) with a partner.. access to new knowledge and expertise, including specialised staff.. access to greater resources, for example, technology and finance.. What is the difference between a strategic alliance and a partnership?Two common forms of collaboration are alliances and partnerships. An alliance is a collaboration between individual companies for mutual profit, while a partnership is a merging of individual interests for mutual profit.
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