Exam 15: Entry Strategy and Strategic Alliances
Why should a firm be cautious about entering a licensing agreement?
In a licensing agreement, the licensor grants the rights to intangible property to the licensee for a specified period in exchange for royalty payments. Firms considering this type of arrangement should be cautious on three fronts. First, if a firm licenses any of its proprietary know-how (such as its production processes) to another company, it risks losing control over this knowledge by permitting access to it by another firm. Second, licensing is not an effective way of realizing experience curve and location economies by manufacturing a product in a centralized location. If these attributes are important to a firm, licensing may be a poor choice. Finally, competing in a global market may require a firm to coordinate strategic moves across countries by using profits from one country to support competitive attacks in another. Licensing severely limits a firm's ability to do this. A licensee is unlikely to allow a multinational firm to use its profits (beyond the royalty payments) to support a different licensee operating in another country.
Discuss the advantages of using a joint venture to enter foreign markets.
There are several advantages to expanding into foreign markets via a joint venture. First, firms benefit from a local partner's knowledge of the host market. Second, a firm can share the costs and/or risks of operating in a foreign market. Third, in many countries, political considerations make joint ventures the only feasible entry mode.
Imagine that you are meeting with your superiors to discuss entering a foreign market. Your boss has asked you to analyze a joint venture prospect. Why might you tell your boss that the joint venture is not a good idea?
There are major disadvantages with joint ventures. A firm that enters into a joint venture risks giving control of its technology to its partner. In addition, a joint venture does not give the firm the tight control over subsidiaries that it might need in order to realize experience curve or location economies. Finally, a joint venture might not be a good strategy because the shared ownership structure can lead to conflicts and battles for control between the investing firms if their goals and objectives change or if they do not share a common vision for the venture.
Overpayment for assets of an acquired firm is one reason acquisitions fail.
Costs that an early entrant has to bear that a later entrant can avoid are known as first-mover costs.
If a firm can realize location economies by moving production elsewhere, it should avoid:
In ____, the contractor agrees to handle every detail of the project for a foreign client, including the training of operating personnel.
A strategic commitment can be reversed by the top management according to their convenience.
Early entrants to a market that are able to create switching costs that tie the customer to the product are capitalizing on _____.
If a firm's core competency is based on control over proprietary technological know-how, _____ and _____ arrangements should be avoided if possible to minimize the risk of losing control over that technology.
Exporting is advantageous because it avoids the cost of establishing manufacturing operations in the host country and because it may help a firm achieve experience curve and location economies.
Many American firms that sold oil-refining technology to firms in the Gulf now find themselves competing with these firms in the world oil market. This is an example of:
Discuss strategic alliances. How successful are they? Why do firms form strategic alliances?
The costs and risks associated with doing business in a foreign country are typically high in an economically advanced and politically stable democratic nation.
Relational capital refers to the building of interpersonal relationships between the firms' managers in a strategic alliance.
Why should a firm choose exporting as a means of foreign market expansion? Discuss the advantages and disadvantages of exporting.
An advantage of turnkey projects is that the firm that enters into a turnkey deal will have no long-term interest in the foreign country.
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