Laura Ashley and Federal Express Strategic Alliance Case Study

Laura Ashley and national Express Strategic Alliance         Laura Ashley is a orbicular costume and furnishings retailer based in the United Kingdom. They hold up with child(p) at a rattling fast rate from manoeuvre 231 retail stores in 1986 to 481 stores in 1990. Unfortunately, its profits were non change order as expected due to the inefficiency of its logistics management. There was an over colony on in-house manufacturing, SBUs operated as stand-alone handicraftes with independent inventory and systems which field of study duplicated systems that are not integrated, and dysfunctional distribution operations such(prenominal) as outdated inventory ordering methods and inefficient political driving force of goods along the supply chain. Based on these problems, Jim Maxmin decided to estate direct an bail bond with Federal Express BLS, to let them pull off the logistics of LAs business since that is what BLS does best, while at the same time as well as benefiting Federal Express.         The dilute between LA and BSI for the strategic bail was not your typical contract with specific rules, price, penalties, etc. The league was a win-win business partnership, with no defined end luff and long-wearing at least for 10 years. The contract had a in truth relatively loose structure, and it was based on trust and focuses on areas of mutual interest.

There were no specifics on defining issues since it whitethorn conflict with the mutual interest that this alliance is based on. twain sides have agreed to be naive and share knowledge with each opposite, and have mechanisms built in to deal with ma! tters that could not be agreed upon.         When it comes to forming a strategic alliance, this kind of contract is good because it is based on a high level of trust and the focus of mutual interests, to serve well each other gain competitive advantage in the market. Trust is very important in every relationship, even... If you regard to get a full essay, order it on our website: OrderCustomPaper.com

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