Strategic Alliances and Innovation Management: a Case Study of Jaguar Range Rover
1.0 INTRODUCTION
Over the last few decades, there has been a fundamental movement and change in international business. The globalization of the world’s market to an extent has played a significant role in the facilitating of this movement and more also has aided the forms in which businesses operate in today’s business environment. One of such cases can be likened to the systematic merging, acquisition and strategic alliances undertaken by firms in recent times, with business quest best known to these business brands. It has been opined by various scholars that firms have resulted to these approaches for various amounts reasons, i.e. need to expand, to facilitate
R&D, to aid production of goods and services, to facilitate internationalization processes, to enter new markets etc. For whatever reasons, firms have done this for a common motive i.e. growth and an example of this can be found in pact between
Luxury British brands Jaguar and Land rover.
1.0.1 Company Overview
The Jaguar Land Rover Company is a product of the alliance of two iconic British car brands. Jaguar cars limited, founded in 1922 is one of the world’s premier maker of luxury saloons and sport cars. Land Rover manufactures four-wheel drive vehicles with the widest range of off-road capabilities since 1948. This long-term alliance, built on trust, is focused on product development driven by desires to design great products, create outstanding experiences for customers and Environmental
Innovation. (Jaguar Land Rover, 2012).
The structure of the alliance is such that both companies, being luxury brands, maintain their identity with regards to products and services but bringing their skills and knowledge base to improve their individual products in every area possible.
With an investment of £1 billion every year in product development, Jaguar Land
Rover is at the center of the UK automotive Industry’s energies to develop innovative vehicle technologies. (Jaguar Land Rover,
Over the last few decades, there has been a fundamental movement and change in international business. The globalization of the world’s market to an extent has played a significant role in the facilitating of this movement and more also has aided the forms in which businesses operate in today’s business environment. One of such cases can be likened to the systematic merging, acquisition and strategic alliances undertaken by firms in recent times, with business quest best known to these business brands. It has been opined by various scholars that firms have resulted to these approaches for various amounts reasons, i.e. need to expand, to facilitate
R&D, to aid production of goods and services, to facilitate internationalization processes, to enter new markets etc. For whatever reasons, firms have done this for a common motive i.e. growth and an example of this can be found in pact between
Luxury British brands Jaguar and Land rover.
1.0.1 Company Overview
The Jaguar Land Rover Company is a product of the alliance of two iconic British car brands. Jaguar cars limited, founded in 1922 is one of the world’s premier maker of luxury saloons and sport cars. Land Rover manufactures four-wheel drive vehicles with the widest range of off-road capabilities since 1948. This long-term alliance, built on trust, is focused on product development driven by desires to design great products, create outstanding experiences for customers and Environmental
Innovation. (Jaguar Land Rover, 2012).
The structure of the alliance is such that both companies, being luxury brands, maintain their identity with regards to products and services but bringing their skills and knowledge base to improve their individual products in every area possible.
With an investment of £1 billion every year in product development, Jaguar Land
Rover is at the center of the UK automotive Industry’s energies to develop innovative vehicle technologies. (Jaguar Land Rover,