STRENGTHENING A COMPANYS

COMPETITIVE POSITION
Strategic Moves, Timing, and Scope
of Operations
CHAPTER 6

LEARNING OBJECTIVES
Learn whether and when to pursue offensive or defensive strategic
moves to improve a companys market position.
Recognize when being a first mover or a fast follower or a late
mover is most advantageous
Become aware of the strategic benefits and risks of expanding a
companys horizontal scope through mergers and acquisitions
Learn the advantages and disadvantages of extending the
companys scope of operations via vertical integration.
Become aware of the conditions that favor farming out certain
value chain activities to outside parties
Understand when and how strategic alliances can substitute for
horizontal mergers and acquisitions or vertical integration and how
they can facilitate outsourcing.

GOING ON THE OFFENSIVESTRATEGIC

OPTIONS
TO IMPROVE A COMPANYS MARKET POSITION
Strategic offensives are called for:
When a company spots opportunities to gain profitable market
share at the expense of rivals
When a company has no choice but to try to whittle away at a
strong rivals competitive advantage
The best offensives tend to incorporate several principles:
(1) focusing relentlessly on building competitive advantage and then
striving to convert it into sustainable advantage
(2) creating and deploying company resources in ways that cause
rivals to struggle to defend themselves
(3) employing the element of surprise as opposed to doing what rivals
expect and are prepared for
(4) displaying a strong bias for swift, decisive, and overwhelming
actions to overpower rivals.

Choosing the Basis for Competitive

Attack
Strategic offensives should, as a general rule, be based on
exploiting a companys strongest strategic assets its most
valuable resources and capabilities. Such as:
A better-known brand name,
A more efficient production or distribution system,
Greater technological capability, or
A superior reputation for quality.
But a consideration of the companys strengths should not
be made without also considering the rivals strengths and
weaknesses.
A strategic offensive should be based on those areas of
strength where the company has its greatest competitive
advantage over the targeted rivals.

Choosing the Basis for Competitive

Attack
The principal offensive strategy options include the following:
1. Using a cost-based advantage to attack competitors on the basis of price
or value.
A price-cutting offensive can involve offering customers an equally good or
better product at a lower price or offering a low-priced, lower-quality
product that gives customers more value for the money
Conditions For Price Cutting Strategy
Lower prices can produce market share gains if competitors dont respond
with price cuts of their own and if the challenger convinces buyers that its
product offers them a better value proposition
such a strategy increases total profits only if the gains in additional unit
sales are enough to offset the impact of lower prices and thinner margins
per unit sold.
Price-cutting offensives are generally successful only when a company first
achieves a cost advantage and then hits competitors with a lower price.

Choosing the Basis for Competitive

Attack
2. Leapfrogging competitors by being the first adopter of
next-generation technologies or being first to market
with next-generation products
Microsoft got its next-generation Xbox 360 to market a
full 12 months ahead of Sonys PlayStation 3 and
Nintendos Wii, helping it convince video gamers to buy
an Xbox rather than wait for the new PlayStation 3 and
Wii to hit the market.
This type of offensive strategy is high-risk, since it
requires costly investment at a time when consumer
reactions to the new technology are yet unknown

Choosing the Basis for Competitive

Attack
3.

4.

Pursuing continuous product innovation to draw sales and market

share away from less innovative rivals
Ongoing introductions of new and improved products can put rivals
under tremendous competitive pressure, especially when rivals
new product development capabilities are weak.
But such offensives can be sustained only if a company has
sufficient product innovation skills to keep its pipeline full and
maintain buyer enthusiasm for its new and better product offerings.
Adopting and improving on the good ideas of other companies
(rivals or otherwise).
Casket maker Hillenbrand greatly improved its market position by
adapting Toyotas production methods to casket making.
Offense-minded companies are often quick to take any good idea
(not nailed down by a patent or other legal protection), make it
their own, and then aggressively apply it to create competitive
advantage for themselves.

Choosing the Basis for Competitive

Attack
5.

Using hit-and-run or guerrilla warfare tactics to grab sales and

market share from complacent or distracted rivals.
Options for guerrilla offensives include:
Occasional low-balling on price (to win a big order or steal a key
account from a rival),
Surprising key rivals with sporadic but intense bursts of promotional
activity (offering a special trial offer for new customers to draw
them away) from rival brands,
Undertaking special campaigns to attract buyers away from rivals
plagued with a strike or problems in meeting buyer demand
Guerrilla offensives are particularly well suited to small challengers
that have neither the resources nor the market visibility to mount a
full-fledged attack on industry leaders and that may not merit a full
retaliatory response from larger rivals

Choosing the Basis for Competitive

Attack
6.

Launching a pre-emptive strike to secure an advantageous position that

rivals are prevented or discouraged from duplicating
What makes a move pre-emptive is its one-of-a-kind naturewhoever
strikes first stands to acquire competitive assets that rivals cant readily
match.
Examples of pre-emptive moves include
(1) securing the best distributors in a particular geographic region or country;
(2) obtaining the most favorable sites in terms of customer demographics,
cost characteristics, or access to transportation, raw-material supplies, or
low cost inputs;
(3) tying up the most reliable, high-quality suppliers via exclusive
partnerships, long-term contracts, or acquisition;
(4) moving swiftly to acquire the assets of distressed rivals at bargain prices.
To be successful, a pre-emptive move doesnt have to totally block rivals
from following; it merely needs to give a firm a prime position that is not
easily replicated or circumvented

Choosing Which Rivals to Attack

Market leaders that are vulnerable

Signs of leader vulnerability include:

unhappy buyers,
an inferior product line,
a weak competitive strategy with regard to low-cost leadership or differentiation,
strong emotional commitment to an aging technology the leader has pioneered,
outdated plants and equipment,
a preoccupation with diversification into other industries,
mediocre or declining profitability.
To be judged successful, attacks on leaders dont have to result in making the
aggressor the new leader; a challenger may win by simply becoming a stronger
runner-up.
Caution is well advised in challenging strong market leaderstheres a significant
risk of squandering valuable resources in a futile effort or precipitating a fierce and
profitless industry wide battle for market share.

Choosing Which Rivals to Attack

Runner-up firms with weaknesses in areas where the
challenger is strong
Struggling enterprises that are on the verge of going
under
Challenging a hard pressed rival in ways that further
sap its financial strength and competitive position can
weaken its resolve and hasten its exit from the market
In this type of situation, it makes sense to attack the
rival in the market segments where it makes the most
profits, since this will threaten its survival the most.
Small local and regional firms with limited capabilities

Blue-Ocean StrategyA Special Kind

of Offensive
Seeks to gain a dramatic, durable

competitive advantage by
Abandoning efforts to beat out
competitors in existing markets and
Inventing a new industry or distinctive
market segment to render existing
competitors largely irrelevant and

Allowing a company to create and

capture altogether new demand

What Is Different About a Blue Ocean?

Typical Market Space
Industry boundaries are

defined and accepted

Competitive rules are well

understood by all rivals

Companies try to outperform

rivals by capturing a bigger

share of existing demand

Blue Ocean Market Space

Industry does not exist yet
Industry is untainted

by competition
Industry offers wide-open

opportunities if a firm has a

product and strategy allowing
it to
Create new demand and
Avoid fighting over existing
demand
6-13

Blue-Ocean Strategy
An example of such wide-open or blue-ocean market space
is the online auction industry that eBay created and now
dominates
Other examples of companies that have achieved
competitive advantages by creating blue-ocean market
spaces include Starbucks in the coffee shop industry, Dollar
General in extreme discount retailing, FedEx in overnight
package delivery
Zipcar Inc. is presently using a blue-ocean strategy to
compete against entrenched rivals in the rental-car
industry. It rents cars by the hour or day (rather than by the
week) to members who pay a yearly fee for access to cars
parked in designated spaces located conveniently
throughout large cities

DEFENSIVE STRATEGIESPROTECTING MARKET

POSITION AND COMPETITIVE ADVANTAGE
The purposes of defensive strategies are to:
(1) lower the risk of being attacked,
(2) weaken the impact of any attack that occurs,
(3) influence challengers to aim their efforts at other rivals
While defensive strategies usually dont enhance a firms
competitive advantage, they can :
Help fortify the firms competitive position,
Protect its most valuable resources and capabilities from imitation,
Defend whatever competitive advantage it might have
Defensive strategies can take either of two forms:
(1) actions to block challengers
(2) actions to signal the likelihood of strong retaliation.

Blocking the Avenues Open to

Challengers
There are any number of obstacles that can be
put in the path of would-be challengers
A defender can participate in alternative
technologies as a hedge against rivals
attacking with a new or better technology.
A defender can introduce new features, add
new models, or broaden its product line to
close off gaps and vacant niches to
opportunity-seeking challengers.

Blocking the Avenues Open to

Challengers
It can thwart the efforts of rivals to attack with a lower price by
maintaining economy priced options of its own.
It can try to discourage buyers from trying competitors brands by
lengthening warranties, offering free training and support services,
developing the capability to deliver spare parts to users faster than
rivals can, providing coupons and sample giveaways to buyers most
prone to experiment, and making early announcements about
impending new products or price changes to induce potential
buyers to postpone switching.
It can challenge the quality or safety of rivals products.
Finally, a defender can grant volume discounts or better financing
terms to dealers and distributors to discourage them from
experimenting with other suppliers, or it can convince them to
handle its product line exclusively and force competitors touse other
distribution outlets

Signaling Challengers That Retaliation

Is Likely
The goal of signaling challengers that strong retaliation is likely in the
event of an attack is either to:
dissuade challengers from attacking at all
or to divert them to less threatening options
Either goal can be achieved by letting challengers know the battle will cost
more than it is worth
Signals to would-be challengers can be given by
Publicly announcing managements commitment to maintaining the firms
present market share.
Publicly committing the company to a policy of matching competitors
terms or prices.
Maintaining a war chest of cash and marketable securities.
Making an occasional strong counter response to the moves of weak
competitors to enhance the firms image as a tough defender
Signaling is most likely to be an effective defensive strategy if the signal is
accompanied by a credible commitment to follow through

TIMING A COMPANYS OFFENSIVE AND

DEFENSIVE
STRATEGIC MOVES

When to make a strategic move is often as crucial as what move to

make
Timing is especially important when first-mover advantages or
disadvantages exist
Under certain conditions, being first to initiate a strategic move can
have a high payoff in the form of a competitive advantage that later
movers cant dislodge
Moving first is no guarantee of success since first movers also face
some significant disadvantages.
There are circumstances in which it is more advantageous to be a
fast follower or even a late mover
Because the timing of strategic moves can be consequential, it is
important for company strategists to be aware of the nature of firstmover advantages and disadvantages and the conditions favoring
each type

The Potential for First-Mover

Advantages
1. When pioneering helps build a firms reputation
with buyers and creates brand loyalty
2. When a first movers customers will thereafter
face significant switching costs.
3. When property rights protections thwart rapid
imitation of the initial move
4. When an early lead enables the first mover to
move down the learning curve ahead of rivals
5. When a first mover can set the technical
standard for the industry

The Potential for First-Mover

Disadvantages or Late-Mover Advantages
1. When pioneering is more costly than imitating,
and only negligible experience or learning-curve
benefits accrue to the leader
2. When the products of an innovator are
somewhat primitive and do not live up to buyer
expectations
3. When rapid market evolution gives fast followers
the opening to leapfrog a first movers products
with more attractive next-version products
4. When market uncertainties make it difficult to
ascertain what will eventually succeed.

To Be a First Mover or Not

It matters whether the race to market leadership in a
particular industry is a sprint or marathon
In marathons a slow mover is not unduly penalized
- first mover advantages could be fleeting
- there is ample of time for fast mover followers, some
times late movers to play catch up
The speed at which the pioneering innovation is likely
to catch on matters as companies struggle with
whether to pursue a particular emerging opportunity
aggressively or cautiously
There is a market penetration curve for every emerging
opportunity
The curve has an inflection point at which all pieces of
the business model fall into place, buyer demand
explodes, and the market takes off

To Be a First Mover or Not

The inflection point can come early on a fast rising curve or
further up on a slow rising curve
A company that seeks competitive advantage by being first
mover needs to ask:
Does market takeoff depend on the development of
complementary products or services that currently are not
available?
Is new infrastructure required before buyer demand surge?
Will buyer need to learn new skills or adopt new behaviors?
Will buyers encounter high switching costs
Are there influential competitors in position to delay or
derail the efforts of a first mover
When the answer to any of these questions are yes, then a
company must e careful not to pour too many resources
into getting ahead of the market opportunity
The race is going to e a 10-year marathon than a 2year
sprint

STRENGTHENING A COMPANYS MARKET

POSITION VIA ITS SCOPE OF OPERATIONS
Another set of managerial decisions concern the scope of a companys
operationsthe breadth of its activities and the extent of its market reach
Decisions regarding the scope of the firm focus on which activities a firm
will perform internally and which it will not
Such decisions determine where the boundaries of a firm lie and the
degree to which the operations within those boundaries cohere
They also have much to do with the direction and extent of a businesss
growth
Scope issues are at the very heart of corporate-level strategy.
Several dimensions of firm scope have relevance for business-level
strategy in terms of their capacity to strengthen a companys position in a
given market
These include the firms horizontal scope, which is the range of product
and service segments that the firm serves within its market
Mergers and acquisitions involving other market participants provide a
means for a company to expand its horizontal scope

STRENGTHENING A COMPANYS MARKET

POSITION VIA ITS SCOPE OF OPERATIONS
Expanding the firms vertical scope by means of vertical integration
can also affect the success of its market strategy.
Vertical scope is the extent to which the firm engages in the
various activities that make up the industrys entire value chain
system, from initial activities such as raw-material production all
the way to retailing and after-sales service activities
Outsourcing decisions concern another dimension of scope since
they involve narrowing the firms boundaries with respect to its
participation in value chain activities
Since strategic alliances and partnerships provide an alternative to
vertical integration and acquisition strategies and are sometimes
used to facilitate outsourcing
It becomes essential to discuss the benefits and challenges
associated with cooperative arrangements of this sort

HORIZONTAL MERGER AND

ACQUISITION STRATEGIES
A merger is the combining of two or more companies into a single
corporate entity, with the newly created company often taking on a
new name
An acquisition is a combination in which one company, the acquirer,
purchases and absorbs the operations of another, the acquired
The resources and competitive capabilities of the newly created
enterprise end up much the same whether the combination is the
result of acquisition or merger
Horizontal mergers and acquisitions, which involve combining the
operations means for firms to rapidly increase the scale and
horizontal scope of their core business
Microsoft has used an aggressive acquisition strategy to extend its
software business into new segments and strengthen its
technological capabilities in this domain

HORIZONTAL MERGER AND

ACQUISITION STRATEGIES
Increasing a companys horizontal scope can
strengthen its business and increase its
profitability in five ways:
(1) by improving the efficiency of its operations,
(2) by heightening its product differentiation,
(3) by reducing market rivalry,
(4) by increasing the companys bargaining power
over suppliers and buyers,
(5) by enhancing its flexibility and dynamic
capabilities

HORIZONTAL MERGER AND

ACQUISITION STRATEGIES
To achieve these benefits, horizontal merger and acquisition strategies
typically are aimed at any of five outcomes
1. Increasing the companys scale of operations and market share
Many mergers and acquisitions are undertaken with the objective of
transforming two or more high cost companies into one lean competitor
with significantly lower costs
less efficient plants can be closed
distribution and sales activities partly combined and downsized
squeeze out cost savings in administrative activities, by combining and
downsizing such administrative activities as finance and accounting,
information technology, human resources,
able to reduce supply chain costs because of greater bargaining power
over common suppliers and closer collaboration with supply chain
partners
By helping to consolidate the industry and remove excess capacity, such
combinations can also reduce industry rivalry and improve industry
profitability.

HORIZONTAL MERGER AND

ACQUISITION STRATEGIES
2. Expanding a companys geographic coverage
If there is some geographic overlap, then one benefit is being able to
reduce costs by eliminating duplicate facilities in those geographic areas
where undesirable overlap exists
Since a companys size increases with its geographic scope, another
benefit is increased bargaining power with the companys suppliers or
buyers
For companies whose business customers require national or international
coverage, a broader geographic scope can provide differentiation benefits
while also enhancing the companys bargaining power.
Food products companies like Nestl, Kraft, Unilever, and Procter &
Gamble have made acquisitions an integral part of their strategies to
expand internationally in order to serve key customers such as Walmart
on a global basis.
Greater geographic coverage can also contribute to product differentiation
by enhancing a companys name recognition and brand awareness.

HORIZONTAL MERGER AND

ACQUISITION STRATEGIES
3. Extending the companys business into new product
categories
Acquisition can be a quicker and more potent way to
broaden a companys product line than going through the
exercise of introducing a companys own new product to fill
the gap
Expanding into additional market segments or product
categories can offer companies benefits similar to those
gained by expanding geographically: greater product
differentiation, bargaining power, and efficiencies
Coca-Cola has increased the effectiveness of the product
bundle it provides to retailers by acquiring Minute Maid
(juices and juice drinks), Odwalla (juices), Hi-C (ready-todrink fruit beverages), and Glaceau, the maker of Vitamin
Water

HORIZONTAL MERGER AND

ACQUISITION STRATEGIES
4. Gaining quick access to new technologies or
complementary resources and capabilities
By making acquisitions to bolster a companys
technological know-how or to expand its skills and
capabilities, a company can bypass a time-consuming
and expensive internal effort to build desirable new
resources and organizational capabilities
From 2000 through April 2009, Cisco Systems
purchased 85 companies to give it more technological
reach and product breadth, thereby enhancing its
standing as the worlds biggest provider of hardware,
software, and services for building and operating
Internet networks

HORIZONTAL MERGER AND

ACQUISITION STRATEGIES
5.

Leading the convergence of industries whose boundaries are being

blurred by changing technologies and new market opportunities
In fast-cycle industries or industries whose boundaries are changing,
companies can use acquisition strategies to hedge their bets about:
the direction that an industry will take,
increase their capacity to meet changing demands,
respond flexibly to changing buyer needs and technological demands
Microsoft has made a series of acquisitions that have enabled it to launch
Microsoft TV Internet Protocol Television (IPTV).
Microsoft TV allows broadband users to use their home computers or
Xbox game consoles to watch live programming, see video on demand,
view pictures, and listen to music.
News Corporation has also prepared for the convergence of media
services with the purchase of satellite TV companies to complement its
media holdings in TV broadcasting (the Fox network and TV stations in
various countries), cable TV (Fox News, Fox Sports, and FX), filmed
entertainment (Twentieth Century Fox and Fox studios), newspapers,
magazines, and book publishing.

Why Mergers and Acquisitions Sometimes

Fail to Produce Anticipated Results
All too frequently, mergers and acquisitions do not produce the hoped for
outcomes
Cost savings may prove smaller than expected. Gains in competitive
capabilities may take substantially longer to realize or, worse, may never
materialize at all
Efforts to mesh the corporate cultures can stall due to formidable
resistance from organization member
Managers and employees at the acquired company may argue forcefully
for continuing to do things the way they were done before the acquisition.
Key employees at the acquired company can quickly become disenchanted
and leave; the morale of company personnel who remain can drop to
disturbingly low levels because they disagree with newly instituted
changes.
Differences in management styles and operating procedures can prove
hard to resolve.
The managers appointed to oversee the integration of a newly acquired
company can make mistakes in deciding which activities to leave alone
and which activities to meld into their own operations and systems.

Why Mergers and Acquisitions Sometimes

Fail to Produce Anticipated Results
A number of mergers/acquisitions have been notably
unsuccessful.
Fords $2.5 billion acquisition of Jaguar was a failure, as
was its $2.5 billion acquisition of Land Rover (both were
sold to Indias Tata Motors in 2008 for $2.3 billion).
Daimler AG, the maker of Mercedes-Benz and Smart cars,
entered into a high profile merger with Chrysler only to
dissolve it in 2007, taking a loss of $30 billion
A number of recent mergers and acquisitions have yet to
live up to expectations prominent examples include
Oracles acquisition of Sun Microsystems, the Fiat- Chrysler
deal, Bank of Americas acquisition of Merrill Lynch, and the
merger of Sprint and Nextel in the mobile phone industry.

VERTICAL INTEGRATION STRATEGIES

A vertically integrated firm is one that participates in
multiple segments or stages of an industrys overall value
chain
A vertical integration strategy can expand the firms range
of activities backward into sources of supply and/or
forward toward end users
Vertical integration strategies can aim at full integration
(participating in all stages of the vertical chain) or partial
integration (building positions in selected stages of the
vertical chain).
Firms can also engage in tapered integration strategies,
which involve a mix of in-house and outsourced activity in
any given stage of the vertical chain

Strategic Advantages of Backward

Integration

(a)

Generates cost savings only if:

The volume needed is big enough to capture the scale economies of the
supplier have
(b) the supplier efficiency can be matched or exceeded with no drop in
quality.
Occasions when a company can improve its cost position and
competitiveness by performing a broader range of vertical chain activities
in-house rather than having certain of these activities performed by
outside suppliers.
When the item being supplied is a major cost component,
when there is a sole supplier,
when suppliers have outsized profit margins,
Vertical integration can lower costs by limiting supplier power.
Vertical integration can also lower costs by facilitating the coordination of
production flows and avoiding bottleneck problems.
Furthermore, when a company has proprietary know-how that it wants to
keep from rivals, then in-house performance of value adding activities
related to this know-how is beneficial even if such activities could be
performed by outsiders

Strategic Advantages of Backward

Integration
Backward vertical integration can produce a differentiationbased competitive advantage when:
Performing activities internally contributes to a betterquality product/service offering,
Improves the caliber of customer service,
in other ways enhances the performance of the final
product
On occasion, integrating into more stages along the vertical
added-value chain can add to a companys differentiation
capabilities by allowing
To build or strengthen its core competencies,
Better master key skills or strategy-critical technologies,
Add features that deliver greater customer value.

Integrating Forward to Enhance

Competitiveness

Forward integration can lower costs by increasing efficiency and bargaining power.
It can allow manufacturers to :
Gain better access to end users,
Strengthen brand awareness,
Increase product differentiation
In many industries, independent sales agents, wholesalers, and retailers handle
competing brands of the same product; having no allegiance to any one companys
brand, they tend to push whatever earns them the biggest profits
Some producers have opted to integrate forward by selling directly to customers at
the companys Web site
Bypassing regular wholesale/retail channels in favor of direct sales and Internet
retailing can have appeal if it:
Reinforces the brand and enhances consumer satisfaction
Lowers distribution costs, produces a relative cost advantage over certain rivals,
and results in lower selling prices to end users.

The Disadvantages of a Vertical

Integration Strategy
1. Vertical integration raises a firms capital investment in the industry, increasing
business risk.
What if industry growth and profitability go sour?
2. Vertically integrated companies are often slow to embrace technological
advances or more efficient production methods when they are saddled witholder
technology or facilities.
3. Integrating backward into parts and components manufacture can impair a
companys operating flexibility when it comes to changing out the use of certain
parts and components
Most of the worlds automakers, despite their expertise in automotive technology
and manufacturing, have concluded that purchasing many of their key parts and
components from manufacturing specialists results in higher quality, lower costs,
and greater design flexibility than does the vertical integration option
4. Vertical integration potentially results in less flexibility in accommodating shifting
buyer preferences when a new product design doesnt include parts and
components that the company makes in-house

The Disadvantages of a Vertical

Integration Strategy
5.
6.

7.

Vertical integration may not enable a company to realize

economies of scale if its production levels are below the minimum
efficient scale.
Vertical integration poses all kinds of capacity matching problems
In motor vehicle manufacturing, for example, the most efficient
scale of operation for making axles is different from the most
economic volume for radiators and different yet again for both
engines and transmissions.
Building the capacity to produce just the right number of axles,
radiators, engines, and transmissions in-houseand
doing so at the lowest unit costs for eachis much easier said than
done
Integration forward or backward often calls for radical new skills
and business capabilities.

Weighing the Pros and Cons of Vertical

Integration
A strategy of vertical integration can have both important strengths and
weaknesses
The tip of the scales depends on:
(1) Whether vertical integration can enhance the performance of strategycritical activities in ways that lower cost, build expertise, protect
proprietary know-how, or increase differentiation;
(2) The impact of vertical integration on investment costs, flexibility and
response times, and the administrative costs of coordinating operations
across more vertical chain activities;
(3) How difficult it will be for the company to acquire the set of skills and
capabilities needed to operate in another stage of the vertical chain.
Vertical integration strategies have merit according to which capabilities
and value-adding activities truly need to be performed in-house and which
can be performed better or cheaper by outsiders
Without solid benefits, integrating forward or backward is not likely to be
an attractive strategy option.

OUTSOURCING STRATEGIES:
NARROWING
THE SCOPE OF OPERATIONS

In contrast to vertical integration strategies,

outsourcing strategies narrow the scope of a
businesss operations (and the firms boundaries,
in terms of what activities are performed
internally).
Outsourcing
involves a conscious decision to forgo attempts to
perform certain value chain activities internally
and instead to farm them out to outside
specialists.

OUTSOURCING STRATEGIES:
NARROWING
THE SCOPE OF OPERATIONS

Outsourcing certain value chain activities can be

advantageous whenever:
1. An activity can be performed better or more cheaply
by outside specialists
The chief exception occurs when a particular activity is
strategically crucial and internal control over that
activity is deemed essential.
2. The activity is not crucial to the firms ability to
achieve sustainable competitive advantage and wont
hollow out its core competencies
Outsourcing of support activities such as maintenance
services, data processing and data storage, fringe
benefit management, and Web site operations has
become commonplace

OUTSOURCING STRATEGIES:
NARROWING
THE SCOPE OF OPERATIONS

3. It streamlines company operations in ways that

improve organizational flexibility and speed time to
market
The flexibility to switch suppliers in the event that its
present supplier falls behind competing suppliers
To the extent that its suppliers can speedily get nextgeneration parts and components into production,
then a company can get its own next-generation
product offerings into the marketplace quicker
Seeking out new suppliers with the needed capabilities
already in place is frequently quicker easier, less risky,
and cheaper than hurriedly retooling internal
operations to replace obsolete capabilities or trying to
install and master new technologies

4.

5.
6.

OUTSOURCING STRATEGIES:
NARROWING
THE SCOPE OF OPERATIONS

It reduces the companys risk exposure to changing technology

and/or buyer preferences
Suppliers must bear the burden of incorporating state-of-the-art
technologies and/or undertaking redesigns and upgrades to
accommodate a companys plans to introduce next-generation
products
If what a supplier provides falls out of favor with buyers, or is
designed out of next-generation products, or rendered unnecessary
by technological change, it is the suppliers business that suffers
rather than a companys own internal operations
It allows a company to assemble diverse kinds of expertise speedily
and efficiently
It allows a company to concentrate on its core business, leverage its
key resources, and do even better what it already does best

The Big Risk of Outsourcing Value

Chain Activities
The biggest danger of outsourcing is that a company will farm out too
many or the wrong types of activities and thereby hollow out its own
capabilities
Nearly every U.S. brand of laptop and cell phone (with the notable
exception of Apple) is not only manufactured but designed in Asia.
It is strategically dangerous for a company to be dependent on outsiders
for competitive capabilities that over the long run determine its market
success.
Another risk of outsourcing comes from the lack of direct control
It may be difficult to monitor, control, and coordinate the activities of
outside parties by mean of contracts and arms-length transactions alone;
unanticipated problems may arise that cause delays or cost overruns and
become hard to resolve amicably
Contract-based outsourcing can be problematic because outside parties
lack incentives to make investments specific to the needs of the
outsourcing company's value chain

STRATEGIC ALLIANCES AND

PARTNERSHIPS
A strategic alliance is a formal agreement between two or more separate
companies in which there is strategically relevant collaboration of some
sort:
Joint contribution of resources,
Shared risk,
Shared control,
Mutual dependence
Often, alliances involve cooperative marketing, sales or distribution, joint
production, design collaboration, or projects to jointly develop new
technologies or products
They can vary in terms of their duration and the extent of the
collaboration;
some are intended as long-term arrangements, involving an extensive set
of cooperative activities
Others are designed to accomplish more limited, short-term objectives

STRATEGIC ALLIANCES AND

PARTNERSHIPS
A special type of strategic alliance involving ownership ties
is the joint venture
A joint venture entails forming a new corporate entity that
is jointly owned by two or more companies that agree to
share in the revenues, expenses, and control of the newly
formed entity.
Since joint ventures involve setting up a mutually owned
business, they tend to be more durable but also riskier than
other arrangements
In other types of strategic alliances, the collaboration
between the partners involves a much less rigid structure in
which the partners retain their independence from one
another

STRATEGIC ALLIANCES AND

PARTNERSHIPS
Five factors make an alliance strategic, as opposed to
just a convenient business arrangement:
1. It helps build, sustain, or enhance a core competence
or competitive advantage.
2. It helps block a competitive threat.
3. It increases the bargaining power of alliance members
over suppliers or buyers.
4. It helps open up important new market
opportunities.
5. It mitigates a significant risk to a companys business

Why and How Strategic Alliances Are

Advantageous
The most common reasons companies enter into strategic alliances
are to:
Expedite the development of promising new technologies or
products,
To overcome deficits in their own technical and manufacturing
expertise,
To bring together the personnel and expertise needed to create
desirable new skill sets and capabilities,
To improve supply chain efficiency,
To share the risks of high-stake, risky ventures,
To gain economies of scale in production and/or marketing,
To acquire or improve market access through joint marketing
agreements.

Why and How Strategic Alliances Are

Advantageous
A company that is racing for global market leadership needs alliances to:
Get into critical country markets quickly and accelerate the process of
building a potent global market presence.
Gain inside knowledge about unfamiliar markets and cultures through
alliances with local partners.
Access valuable skills and competencies that are concentrated in particular
geographic locations
A company that is racing to stake out a strong position in an industry of the
future needs alliances to:
Establish a stronger beachhead for participating in the target industry.
Master new technologies and build new expertise and competencies faster
than would be possible through internal efforts.
Open up broader opportunities in the target industry by melding the firms
own capabilities with the expertise and resources of partners

Capturing the Benefits of Strategic

Alliances
The extent to which companies benefit from entering into alliances and
partnerships seems to be a function of six factors
1. Picking a good partner.
A good partner must bring complementary strengths to the
relationship.
To the extent that alliance members have non overlapping strengths,
there is greater potential for synergy and less potential for coordination
problems and conflict
Strong partnerships also depend on good chemistry among key
personnel and compatible views about how the alliance should be
structured and managed
2. Being sensitive to cultural differences
Unless there is respect among all the parties for company cultural
differences, including those stemming from different local cultures and
local business practices, productive working relationships are unlikely to
emerge.

Capturing the Benefits of Strategic

Alliances
3. Recognizing that the alliance must benefit both sides.
Information must be shared as well as gained, and the
relationship must remain forthright and trustful
4. Ensuring that both parties live up to their
commitments
Both parties have to deliver on their commitments for
the alliance to produce the intended benefits.
The division of work has to be perceived as fairly
apportioned, and the caliber of the benefits received
on both sides has to be perceived as adequate

Capturing the Benefits of Strategic

Alliances
5. Structuring the decision-making process so that actions can be taken
swiftly when needed
In many instances, the fast pace of technological and competitive changes
dictates an equally fast decision-making process.
If the parties get bogged down in discussions or in gaining internal
approval from higher-ups, the alliance can turn into an anchor of delay
and inaction
6. Managing the learning process and then adjusting the alliance
agreement over time to fit new circumstances
One of the keys to long-lasting success is adapting the nature and
structure of the alliance to be responsive to shifting market conditions,
emerging technologies, and changing customer requirements.
Wise allies are quick to recognize the merit of an evolving collaborative
arrangement, where adjustments are made to accommodate changing
market conditions and to overcome whatever problems arise in
establishing an effective working relationship

Capturing the Benefits of Strategic

Alliances
Alliances are more likely to be long-lasting
when
(1) they involve collaboration with partners that
do not compete directly,
(2) a trusting relationship has been established,
(3) both parties conclude that continued
collaboration is in their mutual interest,
perhaps because new opportunities for
learning are emerging

The Drawbacks of Strategic Alliances

and Partnerships
Culture clash and integration problems due to different
management styles and business practices can interfere
with the success of an alliance, just as they can with vertical
integration or horizontal mergers and acquisitions.
Anticipated gains may fail to materialize due to an overly
optimistic view of the synergies or a poor fit in terms of the
combination of resources and capabilities.
The greatest danger is that a partner will gain access to a
companys proprietary knowledge base, technologies, or
trade secrets, enabling the partner to match the companys
core strengths and costing the company its hard-won
competitive advantage

When to engage in a strategic alliance

The answer to this question depends on the relative
advantages of each method and the circumstances under
which each type of organizational arrangement is favored.
The principle advantages of strategic alliances over vertical
integration or horizontal mergers/ acquisitions are
threefold
1. They lower investment costs and risks for each partner by
facilitating resource pooling and risk sharing
This can be particularly important when investment
needs and uncertainty are high, such as when a dominant
technology standard has not yet emerged
2. They are more flexible organizational forms and allow for
a more adaptive response to changing conditions

When to engage in a strategic alliance

Flexibility is key when environmental conditions or
technologies are changing rapidly
strategic alliances under such circumstances may
enable the development of each partners dynamic
capabilities
3. They are more rapidly deployeda critical factor when
speed is of the essence.
Speed is of the essence when there is a winner-take-all
type of competitive situation, such as the race for a
dominant technological design or a race down a steep
experience curve, where there is a large first-mover
advantage

When to engage in a strategic alliance

The key advantages of using strategic alliances rather than arms-length
transactions to manage outsourcing are:
(1) the increased ability to exercise control over the partners activities and
(2) a greater willingness for the partners to make relationship-specific
investments. Arms-length transactions discourage such investments since
they imply less commitment and do not build trust
Mergers and acquisitions are especially suited for situations in which
strategic alliances or partnerships do not go far enough in providing a
company with access to needed resources and capabilities.
Ownership ties are more permanent than partnership ties, allowing the
operations of the merger/acquisition participants to be tightly integrated
and creating more in-house control and autonomy.
When there is limited property rights protection for valuable know-how
and when companies fear being taken advantage of by opportunistic
partners.

How to Make Strategic Alliances

Work
Companies that have greater success in managing their strategic alliances
and partnerships often credit the following factors:
1. They create a system for managing their alliances
This means setting up a process for managing the different aspects of
alliance management from partner selection to alliance termination
procedure
To ensure that the system is followed on a routine basis by all company
managers, many companies create a set of explicit procedures, process
templates, manuals, or the like.
2. They build relationships with their partners and establish trust
Establishing strong interpersonal relationships is a critical factor in making
strategic alliances work since they facilitate opening up channels of
communication, coordinating activity, aligning interests, and building trust.
3. They protect themselves from the threat of opportunism by setting up
safeguards
Contractual safeguards, including non-compete clauses

How to Make Strategic Alliances

Work
4. They make learning a routine part of the management
process
when the purpose of an alliance is to improve a companys
knowledge assets and capabilities, it is important for the
company to learn thoroughly and rapidly about its partners
technologies, business practices, and organizational
capabilities and then transfer valuable ideas and practices
into its own operations promptly.
5. They make commitments to their partners and see that
their partners do the same.
Equity-based alliances tend to be more successful than non
equity alliances.