Determinants of alliance success
Masterclass Marketing: 'Determinants of alliance success'
Date 1 October 2008
Location Industrial Week / Utrecht
Speakers
Prof Paul Matthyssens
Kim Sluyts
On Wednesday 1 October 2008, a marketing masterclass entitled "Determinants of alliance success" was held in collaboration with the Stichting Techniek en Marketing (STEM). STEM(http://www.stemsite.nl), in collaboration with the University of Antwerp, is conducting a study on the critical success factors of a strategic marketing and/or R&D alliance. During the meeting - held in the midst of the Industrial Week at the Jaarbeurs in Utrecht - the (preliminary) results of the study were discussed by Paul Matthyssens and Kim Sluyts, both from the University of Antwerp. Following these results, nice discussions took place and the attendees - a mixed group from STEM and KIVI NIRIA CI - were triggered to share their experiences.
It started with a small review of the previous meeting: business marketers want and need to grow, this growth must come from new value creation, but organic growth is very difficult to achieve. Within B2B, the path to growth often involves an alliance with a (network) partner. Reasons of failing alliances are mainly found in a mismatch in stragic, operational and cultural fit.
The research on strategic marketing and/or R&D alliances specifically probed the presence and effectiveness of different techniques of alliance management. It was interesting to see that within the current respondents, a 50-50 ratio of successful and unsuccessful alliances can be discerned, although it was noted by the audience that the definition of 'success' can be very subjective. Furthermore, it was seen that the use of alliance management tools seem to improve the success of an alliance, although at times this is not unequivocal. A peripheral remark made here was that companies that are well organised from home (and report a lot, for example) also have a higher chance of a successful alliance.
In addition, the research focused on the critical success factors (CSF) that contribute to a successful strategic marketing alliance. It noted that the CSFs are likely to be categorised by alliance stage. The top three CSFs are communication (both internally within the company, and externally (between alliance companies), top management commitment (including a decent budget) and coordination (division of tasks between alliance partners).
Finally, open innovation was discussed as an opportunity for alliances with an innovative slant. Companies currently doing this seem to score well on innovativeness. These are mostly pharmaceutical companies, which used to have huge R&D budgets on them. Despite the many advantages of open innovativeness, the disadvantages were also discussed, such as IP rights and market sharing.
Research into the critical success factors of a strategic marketing and/or R&D alliance is ongoing. If, after reading this report, you feel the need to give your own input, please click here. You will then receive - after the survey is completed - a report with the main results.
Description
The Stichting Techniek en Marketing (STEM), in collaboration with the University of Antwerp, is conducting a study on the critical success factors of a strategic marketing and/or R&D alliance. Furthermore, the presence and effectiveness of various alliance management techniques will also be specifically surveyed. On the one hand, the results of the study will be converted into practical recommendations for managers, who can use the results of the study to gain an insight into the key factors that contribute to alliance success. On the other hand, they will receive advice on the internal organisation of alliance management.
TARGET GROUP
The workshop focuses on HBO and WO engineers, who deal with marketing strategy in their professional practice.
THE TRAINERS
Prof. Dr. Paul Matthyssens is professor of strategic management at the University of Antwerp and also professor of business-to-business marketing at the Erasmus University in Rotterdam.
SET UP WORKSHOP
The (preliminary) results of the research will be discussed during the Masterclass 'Determinants of alliance success' of the STEM Society for Industrial Marketers. Members of the KIVI NIRIA Department of Commercial Engineering are invited to attend this Masterclass. You will discuss with Paul Matthyssens the implications of the outcomes of the research for your marketing strategy.
QUESTIONNAIRE
You are invited - in preparation for the workshop - to participate in the research by completing a questionnaire (this can be done until 20 September 2008). Should you not be able to participate in the workshop, but would like to take part in the survey, you are hereby also invited to complete the questionnaire. You will then receive - at the end of the survey - a report with the main results.
CONTENT
Participants will receive the results of the survey at the end.
15.30 Reception with coffee
15.45 Determinants of Alliance Success
17.45 Meal
18.30 Continuation Masterclass
19.30 Closing
Location
Industrial Week, Jaarbeurs Utrecht
Jaarbeursplein 6, Utrecht, Theater Blauw, hall 7
Organiser
Commercial Engineer
Name and contact details for information
Information from ir Marc Lambriks at the e-mail address below.