Alliance Advantage: The Art of Creating Value through Partnering

Overview


Partnerships between companies receive a great deal of attention from top managers and researchers at the time of their formation. This attention results largely from the common perception that the initial structuring of partnerships and establishment of common goals determines partnership outcomes and success. In Alliance Advantage, Doz and Hamel shift the focus away from deal making to the internal processes within the partnership and the unfolding interactions among partners that play an important and ...
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Overview


Partnerships between companies receive a great deal of attention from top managers and researchers at the time of their formation. This attention results largely from the common perception that the initial structuring of partnerships and establishment of common goals determines partnership outcomes and success. In Alliance Advantage, Doz and Hamel shift the focus away from deal making to the internal processes within the partnership and the unfolding interactions among partners that play an important and relatively unexplored role in shaping outcomes. Focusing on the underlying reasons why companies enter alliances and the processes by which they continually learn from their interactions and re-evaluate common—and individual—goals, the authors paint a sophisticated picture of alliance dynamics over time. The authors challenge organizations to define their objectives for alliance formulation and consider whether their own corporate culture provides an "alliance ready" atmosphere.
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Product Details

  • ISBN-13: 9780875846163
  • Publisher: Harvard Business Review Press
  • Publication date: 7/28/1998
  • Pages: 316
  • Product dimensions: 6.56 (w) x 9.48 (h) x 1.33 (d)

Meet the Author


Yves L. Doz is the Timken Professor of Strategy and Management at INSEAD, France. Gary Hamel is the coauthor, with C.K. Prahalad, of Competing for the Future (HBS Press), an international bestseller with more than 300,000 copies sold.
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Read an Excerpt

Chapter 1: The New Alliance Game

Powerful Forces are driving the formation of strategic alliances between firms in the world economy. The movement toward globalization has opened many new opportunities to companies, triggering a desperate race for the world by major global suppliers of everything from credit cards to telecommunications. Once they are in the game, many find themselves eyeball-to-eyeball with ambitious global players as well as local competitors whose friendly home governments restrict market access to a chosen few. Countries like China, for example, select key investors and partners and give them privileged market access while excluding others. In this game, companies cannot play without partners both local and global.

As we saw in the 1970s, when Western car makers struggled to close the quality gap with their Japanese competitors, in global competition, gaps in skills between competitors have become both more painfully apparent and very much less tolerated. Who develops the best products fastest? Who achieves the highest quality at the lowest cost? Which company has the resources and know-how to install a world-class phone or cable system in a short time? In the intensely competitive global arena, companies must identify their skill and competency gaps and fill them rapidly. Very often they find that the fastest way to fill them is with the capabilities of strategic allies.

The globalization movement is paralleled by a new industrial revolution: an information and communication age driven by technological breakthroughs that have spawned entirely new industries, such as mobile communications and interactive multimedia. As this new age takes form, itis dramatically altering existing markets and reconfiguring established industries, triggering a race for the future among the world's fleetest competitors.

Three features of the race for the future make alliances essential. First, many of the great opportunities of the information age call for the melding of skills and resources that few individual companies now possess entirely. Second, this revolution isn't being built on vertically integrated structures of single corporations, as was the industrial revolution that preceded it. More and more, it is being built on 11 seamless" networks that must be standardized across vast expanses and complementary applications. Digital cash and global payment systems are the archetypes of these new service networks. The value of a good or service to each customer depends on how many others use the same good or service. Whoever is first with a strong network solution enjoys lasting first-mover advantages, as there is room only for a very few successful competitors. Third, the uncertainty inherent to the information economy, with its myriad of new markets to create and emerging technologies to define, calls for alliances not only to serve the usual purpose of bringing together complementary strengths but also that of combining insight and understanding to reduce uncertainties and accelerate learning.

The races for the world and the future require the development of insight, capabilities, and infrastructure at an ever faster pace that few companies can master, and yet they must be swifter and swifter if strategic advantage is to be gained. If a company cannot position itself quickly, it misses important opportunities, whether they are in China or cyberspace. It may also find itself in a precarious competitive position. In most cases, in-house developments and new "green field" investments are simply too slow and problematic for rapid positioning. By contrast, well-chosen alliances make it possible to bypass slow and costly efforts to build one's capabilities and to access new opportunities.

In principle, acquisitions are an alternative to strategic alliances. But an acquisition is a blunt tool, often leading one to acquire more, for a higher price, than one needs. And some of the very resources one hopes to gain through acquisition-such as the close government relationship that in many countries confers insider status or the commitment of key scientists to do their best-may not survive the transaction. Further, as companies refocus around core competencies, it makes less and less sense to acquire only part of a business; disconnected from its supporting competencies, the part loses some of its value; yet acquiring the whole company might not be feasible nor desirable. The value of an acquisition, in any case, is often difficult to establish in advance, particularly in the context of underdeveloped markets and uncertain technologies. Alliances have therefore emerged as the vehicle of choice for many companies in both the race for the world and the race for the future.

Iridium

Consider the case of Iridium., a broad alliance initiated by Motorola in the early 1990s to develop and build a global satellite-based mobile communications network. By ringing the earth with sixty-six low-orbit satellites, Motorola planned to overcome the limitations of ground-based cellular phone networks and leapfrog its competitors. Unlike current cellular systems, Iridium's would use its satellites to beam signals directly to and from small phone handsets. Iridium. was Motorola's bet both on the complete globalization of wireless telecommunications and on its concentration in a few global networks.

To implement its ambitious project, Motorola needed funds, traffic rights, and complementary capabilities (particularly for space technologies). To secure these, it brought together an exceptional coalition of seventeen equity-holding partners, including local national telecommunications companies, whose concerns over the bypassing of their infrastructures (and their traffic fee collection process) had to be placated, and an array of industrial partners, including Raytheon, Lockheed Martin, Krunichev Enterprise (the Russian launch rocket supplier), China Great Wall, and Nippon Iridium (itself an alliance of eighteen Japanese partners). The inclusion of these industrial partners had a clear purpose: to provide the technologies that Motorola needed but could not (or did not wish to) master, from ground communication to the whole range of very demanding technologies inherent to space-based communications. And it needed them fast. Other consortia, notably Globalstar, led by Loral, a specialist in space communications and defense technologies, were racing for the same opportunity.

The first Iridium satellite launches took place in 1997, with wireless global telecommunication services slated to begin in late 1998. The $3.4 billion investment is intended to capture most of the demand from "high-end" travelers around the world and to bolster Motorola's leadership in cellular communications. For Motorola and its partners, Iridium was (and remains) a formidable bet....

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Table of Contents

Preface
Introduction
1 The New Alliance Game 1
2 Discovering Value in Alliances 33
3 Conceiving the Alliance for Value Creation 57
4 Securing Strategic Compatibility 93
5 Designing for Cooperation 119
6 Initiating Cooperation 141
7 Managing Learning and Adjustment over Time 169
8 Managing the Balance of Power and Dependence 195
9 Managing Multiple Alliances 221
10 Building Collaborative Advantage 251
App Assessing a Strategic Alliance 263
Notes 285
Index 299
About the Authors 315
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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted July 9, 2001

    Framework for capturing advantage through partnerships

    The goal of the book is to help managers and companies to become more successful in creating and guiding strategic alliances. It offers conceptual and practical tools for analysing alliances, whereby the authors use a several examples of successful and unsuccessful partnerships. The authors describe the purposes of alliances (co-option, cospecialisation, learning and internalisation), compare modern alliances with traditional joint-ventures, value creation in partnerships, and the management (of a web) of alliances. This book provides a good, solid framework for management of partnerships, which is supported by numerous, clear examples.

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