
選擇建功‧12‧尊榮一生
▲閱讀下文,回答第 26-30 題
A strategic alliance is an arrangement between two companies to undertake a mutually
beneficial project while each retains its independence. The agreement is less complex and
less binding than a joint venture, in which two businesses pool resources to create a separate
business entity. A company may enter into a strategic alliance to expand into a new market,
improve its product line, or develop an edge over a competitor. For example, an owner of a
guesthouse in Yilan, Taiwan, which caters to high-end clients, is now thinking about forging
partnerships with other businesses and developing a new market. He is looking at
establishing partnerships with wedding businesses. Newlyweds could honeymoon in his
guesthouse and have their wedding photos taken in its beautiful environment. The strategists
Yoshino and Rangan have classified the strategic alliance based on two dimensions: Extent of
organizational interaction and conflict among the alliance partners. On the basis of these,
four types of strategic alliances emerge:
Procompetitive Alliances ( low interaction and low conflict ) : Such alliances offer the
benefits of vertical integration, i.e. a relationship between the manufacturer and its suppliers or
distributors.
Noncompetitive Alliances ( high interaction and low conflict ) : This type of alliance is
formed between the companies that operate in the same industry but do not consider each
other as rivals. Their business operations do not coincide and are quite distinctive, so the
feeling of competitiveness does not emerge.
Competitive Alliances ( high interaction and high conflict ) : Two competing firms that
perceive each other as rivals come together to form an alliance. Therefore, the intense
interaction between the two is necessary. Such alliances could be intra-industry or
inter-industry.
Precompetitive Alliance ( low interaction and high conflict ) : Such partnership brings two
firms from different, most often unrelated industries to work towards a specific activity,
such as new technology development, or creating awareness among the potential customers
about the use of new product or idea.
A strategic alliance can, however, bring its own risks. While the agreement is usually
clear for both companies, there may be differences in how the firms conduct business.
Further, if the alliance requires the parties to share information, there must be trust between
the two allies.
【中譯】
策略聯盟是兩家公司之間進行互利專案的安排,而每家公司都保持其獨立性。與合
資企業相比,該協定不那麼複雜,約束力也更小,在合資企業中,兩家企業彙集資源,