跨国公司管理案例分析NoraSakari.ppt

Nora Sakari AProposedJVinMalaysia Member 刘胤辰但佳马洪基秦叶钦 ThemotivationsofsettingupJV 1 NorawouldbenefitfromtheJVintermsoftechnologytransfer theventurewouldpavethewayforSakaritoacquireknowledgeandgainaccesstothemarketsofSouth eastAsia 2 ItwouldbeaninvaluableopportunityforNoratolearnfromtheFinnishexperienceandemulatetheirsuccessforMalaysia ThereasonofNora 3 NorawasinterestedinsecuringashareoftheRM2billioncontractfromTMBandmoreimportantly inacquiringtheknowledgeinswitchingtechnologyfromitspartnershipwithatelecomMNC 4 SK33 adigitalswitchingsystemthatwasbasedonanopenarchitecture whichenabledtheuseofstandardcomponents standardsoftwaredevelopmenttools andstandardsoftwarelanguages TheadvantageofSK33whichNoraneed ThereasonofSakari 1 TheonlyreasonofSakariwanttosetupJVisimperativethatSakariestablishitspresenceinthisregiontocaptureashareinthefixednetworkmarket 2 Someusualreason thecompanywillgainmoreprofitandimprovecompetitivenessintelecomindustry ThechallengesfacingbyNoraandSakari ThechallengesofNora 1 OurMalaymanagers however wereofteninfluencedbytheirwesterncounterparts whotendtostressknowledgeandmentalcapabilityandoftenforgettheeffectivenessofsoftersideofmanagementwhichemphasizesrelationships sincerityandconsistency 2 Noraislackofrelativetechnology AndbecauseofitshigherpricesthanFormulasothatthecontactisgiventoFormula ThenNoraloselargeprofitinMalaysia ThechallengesofSakari 1 Sakariisarelativelysmallplayerinfixednetworks 2 IndustryobserveswerecriticalofTMB sdecisiontoselectSakariandAlcatel SakariisperceivedtobetheleastcapableofsupplyingthenecessarylinestomeetTMB srequirements asitisallegedtobeasmallcompanywithlittleinternationalexposure Testthestrategiclogic 1 InouropinionapartnerisindeedforNoralikeSakari theSakariprovidetechnologyforNora egSK33isreallyneededforNora AsSakariwecanseeitwantstoaccesstotheMalaysianandSoutheastAsianmarketbyNora shelp BecauseNorawasaleadingsupplieroftelecomequipmentinMalaysia Asforhowlongdotheycooperatewitheachother isdependondistributionofprofit WhethermanagementsruntheJVonabetterway Howbigisthepayoffforbothparties Howlikelyissuccess OuropinionisthepayoffforNora itwillgettheprofitablecontactfromTMBbycooperatingwithSakariandconsolidateitsleaderstatusintelecomequipmentinMalaysia Ontheotherhand SakariwillaccesstotheSoutheastAsianmarketiftheyhaveacooperationwithNoraandwillbeacceptedbyindustryobservers Thekeyofsuccessishowtheyequityownershipwitheachother ifit sunfairthetwocompaniescannotcooperatewellwitheachotherandtheprofitwillberunoff Partershipandfit NoraandSakariSharedacommongoal inordertoobtaingreaterinterests expandtheoverseasmarket enhancethecompetitivenessoftheenterpriseitself MalaysiaisthebridgeheadtoexploitthesoutheastAsiamarketforSakari NoraneedsSakaritohelptofinishthecontactofTMB Interestistheircommongoal ThetechnologyandexperienceofSakariisneededtoNoraandNora smarketandbrandareusefulforSakari FromthecasewecanseethatSakariworrythattheircoretechnologyisstolenbyNora foranenterprise thecoretechnologyisimpossibletotelltheirpartners NoraisnotlikelytoletSakaripossesstheirexcessivemarketsoastoformthecompetitivepressuretothemself Shapeanddesign Asconfidencebetweenthefirmsgrows thescopeofthebusinessactivitiescanbroaden ifNoraacquiresSakari scapabilities theJVbecomesunstable InthecaseSakarijustofferNoraonlythebasicstructureoftheswitch thecoreofSakari sswitchingtechnologywouldstillbewell protected Thisdistrustleadasmallscopeoftheactivitiesandafewprofit Howmuchfreedomwilltheventurebegiventodoasitwisheswithrespecttochoosingsupplier aproductline andcustomers ForSakariwhichprovidetechnologyandproducts therespectofchoosingsupplierandproductlinefromNoraisreallyimportant ForNorawhichprovidemarket therespectofchoosingcustomersfromSakariisalsoimportant TheJVbeawin winsituation Thismeansthatthepayofftoeachparentiftheventureissuccessfulshouldbeabigone becausethiswillkeepbothparentsworkingforsuccessoftheventurewhentimesaretough Ifthestrategicanalysissuggeststhatthereturntoeitherparentovertimewillbemarginal theventureshouldberestructuredorabandoned Generallyacompletetrustbetweentwocompanieswillcreatemoreprofitandawin winsituation Theventurewillbeeasiertomanageifoneparentplaysadominantroleandhasalotofinfluenceoverboththestrategicandtheday to dayoperationsoftheventure orifonepartnerplaysaleadroleintheday to dayoperationofthejointventure Inthecase theJVwillbeestablishedinMalaysiatoextendthesoutheastmarket sothemajorleadershouldbeselectedfromNora theyarebetterthanSakariinlocalcultureandlocalmarket Doingthedeal ExperiencedmanagersarguethatitistherelationshipbetweenthepartnersthatisofkeyimportanceinJV notthelegalagreementthatbindsthemtogether Nevertheless mostarecarefultoensurethattheyhaveagoodagreementinplace onethattheyunderstandandcomfortablewith Thedependencecannotwriteonthepaper nomatterhowmuchpaperworktheydid justdeeplycooperatewitheachotherthetrustwillbeenhanced Agreeonanendgame ThiswasbecauseNorahadalreadyagreedtomakelargeadditionalinvestmentsinsupportoftheJV NorawouldinvestinabuildingwhichwouldberentedtotheJVcompanytoaccommodateanofficeandtheswitchingplant NorawouldalsoinvestinanotherplantwhichwouldsupplytheJVwithSMDandalsosupportthetwopercentroyalty Makingtheventurework JVneedcloseandcontinuingattention particularlyintheirearlymonths Inadditiontoestablishingahealthyworkingrelationshipbetweentheparentsandtheventuregeneralmanager managersshouldbeonthelookoutfortheimpactthatculturaldifferencesmaybehavingontheventureandfortheemergenceofunforeseeninequities Smallfirmsworkingwithlargepartnersa