This 6 page paper examines a case study supplied by the student. Carl Zeiss is a German company making lenses. The paper considers how their over all strategy including a strategic alliance with ASML, a subsidiary company of Philips, has allowed them to reach their corporate goals, how performance objectives has lead t competitive advantages and the difficulties of building facilities abroad. The bibliography cites 4 sources.
Name of Research Paper File: TS14_TEcarlzeis.rtf
Unformatted Sample Text from the Research Paper:
result of a clear and well thought out decision making process, where the future was considered and early entrance into a market lead to a position of strength. The
use of a strategic alliances is a difficult tool and may operate in different fashion. Strategic alliances are usually formed where both parties are able to bring a benefit to
the alliance which will advantage both companies. However, there are also potential disadvantages with strategic alliances, one is that of the transfer of knowledge. Many companies fear that the competitive
advantages they have developed will be risked as the competitive information will be learnt by their strategic partner who may then use it against them, or may break the alliance
once hey have the necessary knowledge and set up alone (Thompson, 1998). In the case of Carl Zeiss it is the trust and sharing of information between ASML, a
Dutch company, that has allowed the company to gain such a large share of the market. Rather than acting alone, with this partnership they have been in a position to
challenge companies such as Nikon and Cannon. A feat that alone, they would have been unable to achieve. ASML may also have been an attractive choice, not only due
to their knowledge, but also their location in a different part of Europe, benefiting form the single market, but also spreading the sales internationally, as well as the fact that
this is a subsidiary compnay of Philips. This would also indicate they were in a strong position in terms of financing and support, so the alliance was not only that
of two smaller companies. In terms of overall strategy it is not only this strategic alliance that is important, but what the company is able to bring to this