تكفون بدي الترجمة الاقتصادية لهذا النص

[حسين1988]

Les alliance interentreprises

Les objectifs recherchés
L’alliance rapproche deux ou plusieurs entreprises sur une certaine durée . Elle aboutit à un certain niveau d’intégration entre les différents partenaires, sans allé jusqu’à la fusion. Elle réduit les coût de transaction et d’organisation , mais exige une coordination soutenue pour parer aux éventuelle divergences sur la réparation de tache, des risques et des bénéfices .
Les alliance couvrent un vaste champ :
- recherche et développement : coopération Philips/Sony sur les disque compacte .
- Achats : centrale d’achat commune pour réduire le coût d’approvisionnement .
- production : Thomson/JVC pour la fabrication de magnétoscopes en France.
- gamme de produit : produit d’assurance commercialisés par les banques .
- distribution ;
- communication, image .
Les formes juridiques de l’alliance
- de fait : pas de formalisation précise ;
- contractuelles : contrat de partenariat, de distribution, de franchise, de concession de licence. De recherche .…
Selon le positionnement concurrentiel des entreprises concernées, l’alliance est :
- horizontale : entre entreprise directement concurrentes, produisant et/ou distribuant les mêmes produits et services, mais sur des marchés ou des zones géographiques différents ;
- Verticale : en amont avec des fournisseurs (construction automobile et les sou traitement) ou en aval (accord avec un distributeur) .
- Oblique : entre entreprise ayant des compétences complémentaires ou substituable, ou entre entreprise de métiers différents mais ayant des objectifs stratégiques communs .
Les alliance se multiplient aujourd’hui
- l’environnement change rapidement et constamment . maîtrise les temps essentiel à la gestion des entreprises. Les facteurs clés du succès doivent être exploités les plus vite possible, avant la concurrence . Avec la multiplication des produits ou services, l’entreprises doit focaliser sur les domaines ou sa compétence est moindre .
- L’alliance permet de sauter ou de raccourcir certaines étapes, d’acquérir rapidement une technologie ou un savoir-faire non maîtrisé et d’accélérer le retour se investissement des efforts de recherche et développement (licence, cession ou savoir-faire ).

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