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1. Imperatives for Market-Driven Strategy 2. Markets and Competitive Space 3. Strategic Market Segmentation 4. Strategic Customer Relationship Management 5. Capabilities for Learning about Customers and Markets 6. Market Targeting and Strategic Positioning 7. Strategic Relationships 8. Innovation and New Product Strategy 9. Strategic Brand Management 10. Value Chain Strategy 11. Pricing Strategy 12. Promotion, Advertising and Sales Promotion Strategies 13. Sales Force, Internet, and Direct Marketing Strategies 14. Designing Market-Driven Organizations 15. Marketing Strategy Implementation And Control
Chapter 7
Strategic Relationships
McGraw-Hill/Irwin
Strategic relationships
End-User Customers
Suppliers
Joint Ventures Strategic Alliances
Strategic Relationships
External Partners Internal Partners
7-4
Strategic Relationships
* The rationale for interorganizational relationships * Forms of organizational relationships * Managing interorganizational relationships * Global relationships among organizations
7-5
Environmental complexity
Competitive strategy
7-6
7-8
Airline Alliances
* Major global alliances * Oneworld * Skyteam * Star Alliance * Contain 18 of the worlds largest airline * Account for 60% of total world airline capacity * But a history of alliance failures and desertions
7-9
7-10
Organizational Change
Relationship Strategies
Internal partnerships
Firm
Lateral partnerships
Customer relationships
7-12
JV Joint Venture
W
R EU
7-13
7-17
Partnering Capabilities
7-20