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Strategi Kerjasama: Prof. Dr. Yasri, M.S
Strategi Kerjasama: Prof. Dr. Yasri, M.S
Prof.
Prof. Dr.
Dr. Yasri,
Yasri, M.S
M.S
Cooperative Strategy
• Cooperative Strategy
– A strategy in which organization work together to
achieve a shared objective.
• Cooperating with other organization is a
strategy that:
– Creates value for a customer.
– Exceeds the cost of constructing customer value in
other ways.
– Establishes a favorable position relative to
competitors.
9–2
Strategic Alliance
• A primary type of cooperative strategy in
which firms combine some of their resources
and capabilities to create a mutual
competitive advantage.
– Involves the exchange and sharing of resources
and capabilities to co-develop or distribute goods
and services.
– Requires cooperative behavior from all partners.
9–3
Strategic Alliance Behaviors
• Examples of cooperative behavior known to
contribute to alliance success:
– Actively solving problems.
– Being trustworthy.
– Consistently pursuing ways to combine partners’
resources and capabilities to create value.
• Collaborative (Relational) Advantage
– A competitive advantage developed through a
cooperative strategy.
9–4
Strategic Alliance
Organization
Organization
A B
Resources
Resources Resources
Resources
Capabilities Capabilities
Core Competencies Core Competencies
Combined
Resources
Capabilities
Core Competencies
9–5
Jenis Aliansi Stratejik
Usaha Patungan/Joint Venture
Organisasi independen diciptakan dengan aset bersama dari
dua organisasi yang berbeda di mana masing-masing
menyumbangkan 50% dari total
9–7
Reasons for Strategic Alliances (cont’d)
arket
Reason
Fast Cycle • Speed up development of
new product (service)
• Speed up new market
entry
• Maintain market
leadership
• Form an industry
technology standard
• Share risky R&D expenses
• Overcome
9–8
uncertainty
Reasons for Strategic Alliances (cont’d)
Market Reason
Standard • Gain market power (reduce
Cycle industry overcapacity)
• Gain access to complementary
resources
• Establish economies of scale
• Overcome trade barriers
• Meet competitive challenges
from other competitors
• Pool resources for very large
capital projects
• Learn new business
techniques
9–9
Jenis Aliansi Stratejik
Strategi Mengurangi Persaingan
Menghindari persaingan dengan menggunakan kerjasama
Franchising
Memungkinkan organisasi untuk tumbuh dan kontrol terpusat
yang relatif kuat tanpa investasi modal yang berarti
Strategi Kerjasama Internasional
Memungkinkan pembagian risiko dengan menekan
investasi keuangan
Mitra lokal paham pasar dan kebiasaan lokal
Namun....
Jaringan Dinamis
Tatanan yang berkembang dalam organisasi sejenis
dengan perubahan teknologi yang sangat cepat yang
menyebabkan siklus hidup produk yang pendek
Jaringan Internal
Sistem manajemen yang digunakan untuk mengarahkan
jaringan global
Risiko Persaingan dengan Strategi Kerjasama
Ketika sistem kerjasama menawarkan banyak
keuntungan, tetap ada risiko yang signifikan yang
berhubungan dengannya
Pengembangan kontrak yang jelek
Kesalahan representasi kompetensi mitra