Creating Value in Strategic Alliances as a Source of Competitive Advantage
Kreiranje vrednosti u strategijskim alijansama kao izvor konkurentske prednosti
Abstract
This paper presents ways of creating value in strategic alliances. Specifically, in the global market, various forms of cooperation between enterprises become inevitable. Strategic alliances as long term cooperation arrangements, help the company to improve the competitive position in the global economy and to achieve strategic goals. Companies are looking for partners with complementary resources and competencies in order to acquire competitive advantage. The selection of partners is critical decision to achieve the desired results and synergistic value creation. The main objective of modern strategic alliances is organizational learning or rare knowledge transfer. Numerous factors, such as trust, information exchange, exchange of personnel, the level of cooperation, influence the process of mutual learning. Different motives for entering into alliances involve various models for creating value in them. It is no longer enough to defend the acquired market position, it is necessary to strive for maximizing the value being delivered to consumers but also to other stakehold-ers in order to gain an advantage.
Apstrakt
U radu su prezentovani načini kreiranja vrednosti u strategijskim alijansama. Naime, na globalnom tržištu, različiti oblici kooperacije između preduzeća postaju neminovnost. Strategijske alijanse kao dugoročni aranžmani saradnje, pomažu preduzeću u poboljšanju konkurentske pozicije u uslovima globalne privrede i ostvarenju strategijskih ciljeva. Preduzeća traže partnera sa komplementarnim resursima i kompetencijama radi sticanja konkurentske prednosti. Izbor partnera je kritična odluka za ostvarenje željenih rezultata kooperacije i sinergetsko stvaranje vrednosti. Osnovni cilj savremenih strategijskih alijansi je organizaciono učenje odnosno transfer retkog znanja. Brojni faktori, kao što su poverenje, razmena informacija, razmena kadrova, stepen saradnje, utiču na proces uzajamnog učenja partnera. Različiti motivi ulaska u alijanse podrazumevaju i različite modele stvaranja vrednosti u njima. Više nije dovoljno braniti stečenu poziciju na tržištu, već je neophodno težiti maksimizaciji vrednosti koja se isporučuje potrošačima ali i drugim stejkholderima kako bi se stekla prednost.
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