Strategic Alliance Partners


Strategic alliance and just why are they formed.

Strategic alliances is seen as one of the fastest growing movements for business today; Alliances are sweeping through nearly every industry and have become an essential drivers for their ultra growth. A proper alliance, by meaning, is a form of affiliation that involves a mutual writing of resources for the benefit of all the strategic lovers. Mutuality is key (Beavers 2001). The business factor is whether both alliance associates need each other. Tactical alliances range in proportions and opportunity from casual business relationships predicated on simple contracts to joint venture agreements, some times where companies are set up to control the alliance. Corresponding to Vyas et al (1995) strategic alliances are cropping up across the global arena mainly due to the maturation of several styles of the 1980s, such as: intensified overseas competition, shortened product life cycles, soaring cost of capital, including the cost of research and development, and ever-growing demand for new technology. However, strategic alliances can be challenging. Partnerships foster common benefits, but the alliances can be found only as long as they are advantageous to both people. Research indicates that a high percentage of proper alliances fail (Forbes 2002; Lorange and Roos 1991; Day 1995). This essay explores idea of strategic alliances sketching from Mintzberg et al's institutions of strategy and then critically recognizes the main factors that determine the design and delivery of effective co-operative strategies. It does so utilizing the research study that pertains to Avebe and Noveon Alliance.


For many multinational firms, strategic alliances have grown to be ever more important tools for making sure speed and overall flexibility in undertaking multinational strategies. An average example is SEVEL (Societa Europea Veicoli Leggeri), the 1978 proper alliance between Fiat and Peugeot for the development of a new light van named Ducato. Both celebrations were short on resources and saved hard work by combining their R&D and processing attempts (Lorange and Roos 1991). Tactical alliances can be effective ways to diffuse new technology rapidly, to enter a fresh market, to bypass governmental restrictions expeditiously, and/or to learn quickly from the leading firms in a given field

Mintzberg et al's Institutions of strategy

Strategic alliance is an agreement between two or more individuals, or entities, or organisations to cooperate in a particular business activity, so that all benefit from the power of other and increases competitive edge. The formulation of tactical alliance has been regarded as a reaction to the globalisation and increasing uncertainty and complexity in the business environment. Strategic alliances require the sharing of knowledge and skills between the associates as well as in lowering the chance and costs in areas like romance with the dealer and the introduction of new products and technologies. Strategic alliances usually make sense when the get-togethers included have complimentary advantages. Its unlike full-scale acquisition, an alliance does not give a organization total control over its partners.

Avebe and Noveon Alliance- RESEARCH STUDY.

Avebe, a Dutch company, founded in 1919 as a joint sales company for vast majority of the Dutch indie potato starch industry. Through research and development, joint ventures and acquisition in Netherlands, Europe and Worldwide, Avebe now performs a significant role in the global sales, marketing, production and development of potato starch and starch specialities used in food, pharmaceuticals, canine feed, textile, newspaper and adhesives. Avebe's specialities are being used by the textile industry for obtaining good weaving efficiency, to acquire smooth fabrics, and then for sharp and durable printing of materials.

Noveon, headquartered in Cleveland, Ohio with regional centers in Belgium and Hong-Kong, is a respected global designer and marketer of technology advanced speciality chemicals for a wide range consumer and industrial request. Noveon was recognized as leading maker of polymers. It had been also known as the largest company acrylic acid for artificial polymer.

Reason for assistance- Avebe

Avebe was fantastic in producing thickeners however, not yet in reactive dye printing market. It had been not possible for Avebe to enter the forex market as it was solely a starch centered industry. Only a combo of starch and man-made polymer could help them enter the forex market. For this Avebe got two options- Noveon and Alloid Colloids (under ICI Organization, England). Mix of Avebe's and Noveon's products in lab test revealed excellent printing thickness for reactive printing dye market.

The last selection was based on four factors, namely-

  • Noveon acquired the same man made polymer as that of ICI in dry out form and Avebe was expert in dried up blending.
  • Dry blends led to more efficiency both in space and cost in comparison to liquid one.
  • Noveon's man made was turned out the best when combined with Avebe than another.
  • Noveon experienced excellent market know-how in the US, which Avebe lacked.

Combination of Avebe and Noveon's skills expected around 25% of the new market to either company.

Reasons for assistance- Noveon

Noveon's alliance with Avebe started by a major accident. Noveon bought QSI in South Carolina in 1994. QSI used to acquire natural starches from Avebe because of its operation. This is the start of their jv. Artificial polymer Noveon acquired was rather expensive; while Avebe's natural starch was relatively cheap. They expected that mixing of these two would lead to better quality at reasonable price. Noveon expected that the price of fabricated and natural thickener mixes would increase in US and Europe, because of the demand for high quality products. Combination of synthetic and natural thickeners could reduce the cost of dye stuff and chemicals. The saving was estimated to be around $ 1 million per yr. Noveon determined Avebe for their technology. Far East and European countries preferred Avebe as their best choice.

Initial agreement

The arrangement was authorized by both companies on 24th March 1995. After two year, to predict competition, both the companies developed a marketing agreement because of their joint product. The arrangement was as follows-

  • Division of the world market. According to this contract, Noveon decided market their product in the us and the Caribbean. Avebe agreed to market its product in Europe, Asia- pacific and Russia. China and India was open for both.
  • Restriction for sale of every others product. According to this contract Avebe was forbidden to sell Noveon's product and Noveon decided not to sell Avebe's products to any other company without a prior consent of other.

3) Information exchange/ training. Both Avebe and Noveon agreed for a meeting once in half a year to switch development, developing and technical service information associated with their jv.

Reasons for alliance.

1) Alliances assist the firm's learning and diversification into new areas of activities.

Alliances help prolong a firm's competitive advantage in a number of ways. A firm enters into tactical alliance because this may probably provide benefits that are not possible through either inner development or exterior acquisition. This helps the company to obtain benefit by reducing the cost rather than taking it all alone. An alliance stand as an intermediate to help the allies enter into new industry and markets.

2) Alliance provide useful platform to test their products in new market segments.

Alliances assist in extending and renewing their sources of competitive benefits while expanding internationally. This helps the new companies to enter into new market with little market knowledge. By this these companies understand how to be competitive in the global market. Working collectively helps in overcoming the economic road blocks too.


Design Institution of strategic management- Henry Mintzberg

This prescriptive institution of Mintzberg see strategy formulation as a process of conception which is accountable for the development of talents, weaknesses, opportunities and risks of the organisation (SWOT). In such a school the advantages and weaknesses are of the company are mapped combined with the opportunities and danger on the market place. This is implemented to be able to formulate clear and unique strategies in a deliberate process. In this particular the inner environment is matched up to the external environment. This college mainly helps in lowering ambiguity and is mainly used in steady environments. It facilitates strong and visionary leadership. The main downside of the look school is that it is weak in a fast moving environment and there are hazards of resistance. It also has many variables which is inherently sophisticated and also inflexible.

Types of tactical alliances
Strategic alliances can be grouped into three main types
  • Shared- supply alliance

Shared- source alliance bring together companies which get together to attain economies of size on a given aspect or on a person level in the development process. The distributed elements are further included in products that are further included in products that continue to be specific to one another which competes directly on the market. This type of alliance is created when the least efficient size at a particular stage in the production process is a lot greater than for the whole product, so when neither of the spouse produce large enough to attain the critical size. Distributed- supply alliance are usually made between lovers of similar size. This alliance mostly entails research and development (R&D) and processing activities. Coordination of research activities between the partners makes it possible to optimize the utilization or resources. These alliances are usually made by firms operating in the same zone. In this case of shared resource alliance the property and skills that the partner companies bring to the joint project are similar in nature and their goal is to benefit from increased economies of scale.

  • Quasi- attention alliance

This alliance brings together companies that develop, produce and market a joint product. There is absolutely no open up competition in quasi- awareness alliance. Quasi- concentration alliances are mainly characterized by trades between your consortium of allies and the marketplace. Transactions between the companies are also completed within the alliance. This alliance protects all the key functions involved with carrying out an activity, that is, research and development, manufacturing, and marketing. Marketing and sales are either break up between the associates based on geographic occurrence or carried out jointly.

  • Complementary alliance.

Complimentary alliances bring together companies which add assets and skills of different natures to bring up a combined project. Here one companies the product, which is marketed by other's syndication channels. There is absolutely no competition within the allies. This type of an alliance is principally created by only two people.

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