A true global strategic partnership is unique and different. Using the example of Sony's strategic alliance with Samsung, discuss attributes that are needed for a productive working partnership

What will be an ideal response?

A true global strategic partnership requires a mutual collaboration between partners. There are five attributes that are described as important for this type of collaboration. (1 ) Two or more companies should develop a joint long-term strategy aimed at achieving world leadership by pursuing cost-leadership, differentiation, or a combination of the two. Samsung and Sony are two major companies jockeying for leadership in the global television market. Flat-panel TV market is the newest market that has a great potential. (2 ) The relationship should be reciprocal with each partner bringing in specific strengths that can prove to be mutually beneficial. Also, both sides should be able to learn from each other. Samsung is the leader in the manufacturing technology into world-class products. They can learn from Sony how the present technology can be advanced. (3 ) The partners' vision and effort are truly global, extending beyond home countries and the home regions to the rest of the world. Sony and Samsung are both global companies that market global brands throughout the world. (4 ) The relationship should be organized along horizontal not vertical lines. Also, continual transfer of resources laterally between partners is required, with resource pooling representing norms. Both Sony and Samsung are in direct contact with each other and there is good sharing of resources. (5 ) When competing in markets excluded from the partnership, the participants retain their national and ideological identities. Both Sony and Samsung are well established and have sufficient key products in the world market that they will be able to retain their national and ideological identities as well as competitive edge.