The development of companies in the automotive industry through strategic alliances

Strateški savezi nastaju različitim oblicima dugoročnog povezivanja poduzeća zbog njihovih zajedničkih ciljeva, te donose brojne koristi partnerima unutar saveza. Poduzeća iz različitih razloga ulaze u strateške saveze, najčešće zbog smanjenja troškova, razmjene znanja, korištenja novih tehnologija i lakšeg ulaska na nova tržišta. Savezi se mogu podijeliti prema više kriterija, pa tako razlikujemo bilateralne i multilateralne, domaće i međunarodne, vertikalne, horizontalne i dijagonalne, i druge. Kada poduzeće odluči da bi trebalo ući u strateški savez, važno je da posveti dovoljno pažnje i vremena prije nego odabere svog partnera. Ovisno o tome, savez može biti manje ili više uspješan. Čak i kada je strateški savez dobro formiran, to mu ne jamči uspjeh. Poduzeća se i dalje moraju posvetiti savezu, upravljati njime, s vremenom mijenjati ciljeve saveza i brinuti o važnim faktorima koji utječu na uspjeh i rezultate strateškog saveza. Strateški savezi su česti u dinamičnim, rizičnim i razvojno orijentiranim industrijama, koje zahtijevaju znatna ulaganja u razvoj i tehnologiju. Automobilska industrija je poznata po brojnim strateškim savezima, jer je prepoznata njihova učinkovitost od strane proizvođača automobila. Strateški savezi između Fiata i Chryslera, General Motorsa i PSA Peugeot Citroëna, te Forda i Mazde su zanimljivi slučajevi koji će se analizirati u ovom radu.The strategic alliances are occurring in different forms of long-term connection enterprises because of their common goals and bring numerous benefits to the partners within the alliance. The companies get into the strategic alliances for different reasons, mainly because of cost reduction, exchange of knowledge, use of new technology and eseir enter to new markets. The associations can be devided by several criteria, so we distinguish bilateral and multilateral, national and international, vertical, horizontal and diagonal, and other kinds of strategic alliances. When the company decide to get into a strategic alliance, it is important that the company dedication enough attention and time before they choose their partner. Depending on, the association can be more or less successful. Even when the strategic alliance are well formed, this doesn't guarantees success. The companies still must devote the alliance, to manage it, and by time they need to change goals and take care of important factors which can affect on the success and results of the strategic alliance. The strategic alliances are road in dynamic, risky and development oriented industries, which require investment in development and technology. The automotive industry is known for its strategic alliances, because theri efficiency is recognized by car manufacturers. The strategic alliances between Fiat and Chrysler, General Motors and PSA Peugeot Citroën, as well as Ford and Mazda are interesting cases that will be analized in this work