Succeeding with Alliances and Joint Ventures
While meeting with a friend from a prior company, we found ourselves trying to figure out why a previously vibrant and productive joint venture relationship had turned sour. We reviewed the history of this overseas JV – noting that the relationship had gone through at least 3 phases – a period of misunderstanding and frustration early on, a mid-life where communication and partnership were excellent, followed by a period of decaying relationships and loss of all the information sharing and joint product development enjoyed in phase 2. I have since concluded that there were 4 essential elements that enabled the highly successful phase:
1. Common Objectives – shared within both organizations. In spite of ambiguity in the JV agreement, phase 2 started with acceptance of the JV as a fully capable partner rather than just an overseas distribution branch. There was a common enemy and an opportunity to partner to share resources and ingenuity.
2. Leadership - key operational executives working as partners. Phase 2 was also marked by the appointment of a new JV president that recognized weaknesses in management – replacing key personnel with those who had US work or education experience. The US parent also made adjustments in the leadership, training and recognition system to emphasize the need for partnership.
3. Leverage Differences - in culture and skills to gain competitive advantage. It became evident in phase 2 that the JV had unique skills in terms their customer relationships and automation design capability. These were complemented by understanding of long term technology trends and good process and controls design in the US.
4. Working Level Relationships - based on mutual respect and direct communication. Peers within each company met face to face at least quarterly for both technical and social interaction. Phase 2 was characterized by a very high degree of trust and shared information.
Upon reflection, it’s evident that the single most critical factor was leadership. The relationship between operational managers, their vision of how the partnership benefited both companies and their investment of energy to make it work ensured that we could resolve any conflicting objectives, discover the synergies between groups and foster the peer to peer relationships.
You can read a white paper on this topic at:
http://www.strat-edg.com/files/Successful_Alliances_and_Joint_Ventures2.pdf