O Que São Alianças Estratégicas? (com exemplos)

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O Que São Alianças Estratégicas? Você sabe? A examinadora CESGRANRIO ensina o seguinte sobre as chamadas “alianças estratégias” (que possuem várias espécies):

“Ao atuar em mercados internacionais, as organizações buscam parceiros que possam complementar suas forças e compensar suas fraquezas.

Muitas alianças estratégicas referem-se à área de marketing no desenvolvimento, na promoção, na logística e no preço dos produtos.

O ato de fazer negócios com outro país pode exigir o licenciamento de produtos e a formação de uma joint-venture com uma empresa local.

Para manter prósperas suas alianças, as corporações começaram a desenvolver estruturas organizacionais de apoio”.

Segue algumas questões que abordam esse assunto. Começando por uma da CEBRASPE/CESPE (2012) que discorre sobre ”joint-venture”:

QUESTÃO CERTA: O termo joint venture refere-se à associação estratégica de duas ou mais empresas cujo objetivo é atuar em um novo mercado mediante o desenvolvimento de um projeto único. Na esfera pública, o joint venture ocorre por meio das parcerias entre entidades públicas e privadas, buscando aperfeiçoar a atuação do Estado.

Esse é um dos tipos de aliança estratégica mais conhecidos. Uma definição:

Joint venture é parceria entre agentes econômicos com competências diversas com o intuito de unir forças e criar uma sinergia mútua para a realização de um empreendimento comum ou ampliar oportunidades de negócios em benefício dos parceiros.

Cuidado, pois não é como uma fusão entre empresas, elas se unem para criar uma terceira empresa, por exemplo – mas continuam operando como empresas distintas.

Uma notícia, de título Cade aprova joint venture entre Banco BS2 e Cartão de Todos, diz o seguinte:  “A operação consiste na criação de uma joint venture denominada BS2 Todos Administradora de Cartões e Cadastros Ltda, visando ao desenvolvimento de uma parceria entre as empresas para ofertar serviços financeiros e de pagamento desenvolvidos e oferecidos pelo BS2 à base de clientes da Mais Todos e da Todos Empreendimentos Ltda”.

Repare que aqui não tratamos da joint-venture no campo jurídico-contábil, apenas Administrativo.

Vejamos mais questões? Outra da CEBRASPE:

QUESTÃO CERTA: Acordos de cooperação técnica entre organizações para compartilhar conhecimentos e experiências que favoreçam a geração de vantagem competitiva são considerados alianças estratégicas.

Aprendemos acima sobre joint venture. Aqui tratamos do acordo de cooperação técnica. Esse acordo pode ocorrer tanto no âmbito do setor privado quanto público. Observe uma definição de cunho público:

“O acordo de cooperação é um instrumento formal utilizado por entes públicos para se estabelecer um vínculo cooperativo ou de parceria entre si ou, ainda, com entidades privadas, que tenham interesses e condições recíprocas ou equivalentes, de modo a realizar um propósito comum, voltado ao interesse público. Normalmente, as duas partes fornecem, cada uma, a sua parcela de conhecimento, equipamento, ou até mesmo uma equipe, para que seja alcançado o objetivo acordado, não havendo, contudo, nenhum tipo de repasse financeiro. É comum que esse tipo de cooperação ocorra nos campos técnicos e científicos, com cada partícipe realizando as atividades que foram propostas por meio de seus próprios recursos (conhecimento, técnicas, bens e pessoal)”

Pode haver, também, por exemplo, um acordo entre duas empresas para distribuição de insumos, matéria prima ou qualquer outra coisa entre os participantes da joint-venture (não deixa de ser uma aliança estratégica – percebe?).

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Uma questão da CESGRANRIO:

QUESTÃO CERTA: Recentemente, algumas empresas perceberam que alianças estratégicas podem fazer com que estratégias de marketing sejam mais efetivas. Dessa forma, muitas empresas têm procurado alianças estratégicas com empresas que complementem ou alavanquem suas capacidades e recursos. Em um desses casos, o laboratório XXZ estoca e fornece equipamentos de medicina diagnóstica da empresa ZZY para hospitais em diversas regiões do país.  Esse tipo de aliança estratégica é denominado: aliança de logística.

Notou no aspecto logístico que mencionei anteriormente? Vamos em frente.  Vamos, agora, de FGV:

QUESTÃO CERTA: A empresa pode se beneficiar com a aliança estratégica, porque não precisa arcar sozinha com todos os custos e riscos dos novos negócios.

Bingo! A ideia é essa mesma. A repartição de obrigações e riscos é notória entre as partes. A FGV dita que:

QUESTÃO CERTA: Um parceiro pode receber mais do que oferece, ou seja, pode usar a tecnologia, recentemente adquirida, para competir com o parceiro mais avançado.

Você pode pensar, mas a ideia não é que todos saiam ganhando? Ora, pense que, quando alguém estabelecer parceria, é porque ele aduz que dela (da aliança) ganhará mais do que concederá.

Observe uma questão da FCC:

QUESTÃO CERTA: São características de um desempenho excelente de pessoas na óptica da gestão estratégica de recursos humanos: integração de pessoas como parceiras, orientação para os resultados e atuação por meio de alianças estratégicas.

Para finalizar, a IADES crava que:

QUESTÃO CERTA: Para haver aliança estratégica, deve ocorrer, entre outras, atividades conjuntas de pesquisa e desenvolvimento e transferência de tecnologia.

Observe que foi dito “entre outras”, a banca não limitou o conceito de aliança estratégica, simplesmente pontuou um dos aspectos comuns dessa parceria.

CEBRASPE (2010):

QUESTÃO ERRADA: Redes de integração e alianças entre empresas dependem, exclusivamente, do uso da tecnologia da informação.

Errado, afinal mesmo com o uso da tecnologia da informação, não há garantia que exista redes de integração e alianças entre empresas.

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