3“Strong relationship provides a long-term competitive advantage” Relational Capital : more value & long term competitiveRC is an intangible asset that is based on developing, maintaining & nurturing high-qualities relationships with any organization or people that influence the business; customer, supplier, employee, government, partner, stakeholders, competitors“Strong relationship provides a long-term competitive advantage”Type of Relational Capital :1. internal RC (เกี่ยวกับความสัมพันธ์ภายในบริษัท) เช่น พนักงาน หัวหน้า แผนกต่างๆ2 External RC เช่น ลูกค้า, supplier, partner, governmentทุนความสัมพันธ์มีองค์ประกอบย่อยคือ1. Customer Relation2. Supplier Relation3. Alliance Relation4. Employee Relation
10Good Supplier Characteristic : PriceReliabilityStabilityLocationCompetencyReliability - Good suppliers will ship the right number of items, as promised, on time so that they arrive in good shape
11Unilever's New Plastic Molding Process Could Save 27,000 Tons Per Year Paul Howells, Vice President of R&D Packaging at Unilever : “We’re always on the search for new technologies that can help us achieve our ambition to build a more sustainable business and halve our environmental footprint, and working with our two partners, we’ve created a unique technology that will transform our portfolio.”
15Alliance partner Simple Rules for Making Alliances Work corporate alliances increases 25% a yearfailure rate 60% -70%They require the ability to navigate—and often to actively leverage—significant differences between partners’ strengths and operating styles.
16The Way The Earth Connect The Star Alliance network is the leading global airline network, with the highest number of member airlines, daily flights, destinations and countries flown to. It was established in 1997 as the first truly global airline alliance to offer customers convenient worldwide reach and a smoother travel experience.
18STABUCKS “Treating our people” Employee as a partner (respect) Invest in employee’s benefit & training (honest & care)full health benefit for part-timestock option program for everyone3. Regionalization (respect & voice)4. Support centre : SCC – to utilize resource (encouragement)5. Product development comes from employee (voice & recognition)
19Indicators / Measurement Reliable Supplier & long relationship : JIT program, after sell service, shared knowledge/info, cooperated projectCustomer loyalty : Repeated customer (ex. Starbucks card), positive feedbackImage & Reputation : Well-known, social activitiesStrong & Quality alliance partners : various field cooperation, shared knowledge/info, cooperated project, cost savingEmployee : low no. of turnover, research, innovation, participate & loyal