The Performance of Strategic Alliance in IPC Industry – A Case Study of Advantech
|關鍵字:||工業電腦產業(IPC 產業);策略聯盟;績效評估;聯盟生命週期;IPC Industry;Strategic Alliance;Performance Evaluation;ALC|
IPC industry is a niche market with high profit margin averagely ranging from 30% to 40%. Since the first astonishing news of the strategic alliance between Advantech and ASUS initiated in 2005, many leading PC players aspire to enter into IPC industry through alliance or acquisitions to strengthen their competitiveness and to raise their profit margins efficiently. With similar technology, however, the design mode, marketing channels and target customers are quite different between PC industry and IPC industry. Advansus, the 6-year joint venture between ASUS and Advantech terminated and becoming Advantech’s wholly-owned subsidiary in June 2012, both parties claim they will strengthen their future cooperation after the termination. Undoubtedly, strategic alliance or merger and acquisition seem to be the short cut to the IPC markets. Because historic studies or prior theses were published during the operation stage of strategic alliance, at that time the performance of the strategic alliance could not be evaluated within the Alliance Life Cycle(ALC). Besides, when it talks about termination, the stereotype thinking of termination will be mostly associated with failure. Therefore, this thesis manages to evaluate the performance of the strategic alliance by using the subjective performance evaluation presented by Franco(2011) and verify if the termination means failure or success. Through secondary data collection and semi-structured in-depth interview with Pegatron, many issues have been further clarified. In conclusion, the termination of the six-year strategic alliance could be classified as intended termination for the initial purpose has been achieved. Besides, holistically, this strategic alliance across PC and IPC industries is a successful paradigm that many companies followed their steps to form alliance relationship or trying to enter the IPC industry by acquisition. Furthermore, Pegatron and Advansus still maintain friendly vendor-customer relationship after termination, so it could be reasonably inferred the alliance end with an amicable separation.