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View credit conflicts competitively

188Partnerships enable organizations to achieve their vision, and most of the time they look great on paper. But all too often the cultures clash, conflict reigns, and, in the end, everyone loses. While conflict can appear at any stage of the Partnership Continuum, it is especially common during the Storm Stage of Relationship Development, when conflict erupts and must be resolved. If organizations have a past orientation and view the conflict competitively, then losers and winners are created. This dooms any hope of synergy moving the partnership into the creative zone.However attractive a partner may appear, making the partnership work takes time and effort. Companies do not have many problems becoming partners, but they often run into trouble managing their partnerships.

I’ve been on the inside with some of the largest conglomerates in America before, during, and after celebrated mergers and takeovers, and I’ve witnessed both success and bloody dissolution. The human factor is the most powerful variable in the fate of a partnership. How the people who make up these organizations build relationships and accomplish critical tasks invariably determines the outcome of the partnership.

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Modern models for credit risk management

143Evidence shows that a spread level of merely 25 bp was never achieved between 1989 and 2003 for Baa rated US corporate bonds. One reason is that from an economic perspective the default probabilities and recovery rates that were assumed to calculate the required spreads were too optimistic for this period. Especially between 1997 and 2002 the fundamental environment for corporate bonds was unfavorable. New technologies, company takeovers and equity buyback programs were primarily financed by the issuance of corporate bonds, resulting in an increased level of leverage in the corporate sector. Investors consequently required higher risk premia to invest in corporate bonds. One way to obtain more adequate estimates of required spreads is to use default probabilities and recovery rates that are typical for the current stage of the business cycle. Modern models for credit risk management and the pricing of credit derivatives account for the current economic environment. In particular, they differentiate between periods of expansion and contraction, because historically default rates increased and recovery rates fell during economic downturns, thus leading to a higher risk for credit investors. Additionally, a worst-case-scenario can be constructed assuming a zero per cent recovery value. A fair spread of 0.46 percent will be computed for Baa rated corporate bonds with a maturity of 5 years which is again a lot lower than the actually observed spreads.

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Taking credit in difficult times

83Air France, in common with other established carriers in Europe and North America, found its traditional markets threatened by the downturn in the airline industry and the increase in low-cost carriers. To remain competitive, the company paid special attention to four techniques:

Reacting rapidly. All Air France’s main decisions following the crisis of September 11th 2001 were taken on September 18th. They were later adjusted and developed, but the new strategy was formed and implemented quickly.

Acting collectively. The board meets to react quickly, considering how best to respond to events and how to co-ordinate their response.

Constantly looking at all competitors. This keeps the business lean and focused on what matters. In France, there has been an established lower-cost competitor to Air France since 1981: the TGV high-speed train. This has meant that many of the disciplines needed for competing with low-cost operators have been developed over many years.

Using all available resources. Competing has meant employing all the assets and advantages that a big industrial carrier has in order to counter low-cost operators, including its brand, market position and operational strengths. Often a competitor’s strategy is to build market share with temporary low prices and then to raise them. An active and patient approach can help to reduce or remove the threat of competitors.

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Factors intensifying credit competition

Decision-makers should be able to recognise when competition may arise or when it is gathering pace. Competition can intensify in several circumstances:

When a market is expanding or new, as with computers and software over the past 20 years or with the mobile telecommunications industry during the past ten years.

When the stakes are high and there are big profits (or losses) to be made, notably when there are few organisations in a large market as, for example, with Coca-Cola.

When a market is about to change, perhaps as a result of developments affecting patents and intellectual property rights (for example, when the patent for a drug expires), or political or legal developments, such as privatisation.

When a market is shrinking, especially when there is overcapacity in an industry (usually one that is mature), with firms chasing fewer and fewer customers. This is apparent in a number of long-established manufacturing industries such as ship-building, steel-making and car production.

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If the credit you provide is scarce or unique

Suppliers wield significant power if the item they provide is scarce or unique, or if there are only a few suppliers. They have considerable power to damage a competitive position. One response is to build close relations with important suppliers to secure delivery and control prices.

In the long term, the solution may be to move into the supplier’s industry to safeguard supplies.

The power of the customer is another source of competition. The issues that need consideration are how dependent the business is on individual customers, the ease with which customers can move to another supplier, the customer’s knowledge of the business’s competitors and the conditions (price, quality, overall offer) that are prevailing. The growth of the internet as a sales channel has empowered customers. In an increasingly networked, global marketplace, prices become transparent and it is much easier to discover when prices for the same thing are different in separate geographic markets. Price transparency became even more of a strategic issue for businesses in euro zone countries when they adopted a single currency.

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Market entry with credit

Market entry

New entrants to a market pose a competitive threat that firms underestimate at their peril. So firms should always think hard about who might enter the market, how and when this might happen, and who has the resources, technical skills and ingenuity to move in on your territory with a more attractive product offer.

Substitutability

Businesses with a product or service for which customers might choose an alternative face a competitive threat, especially if the alternative is cheaper. For example, an airline may face competition from a high speed rail operator. What matters is recognising that some organisations need only to redefine their business in slightly broader terms for it to become a competitor. This was highlighted in the 1960s by Theodore Levitt, a business writer and marketing guru, who warned of the dangers of marketing myopia: seeing a business in simple, narrow terms, rather than from the perspective of the market. It is important to a business in broad terms that are understood by the market: for example, an airline company is a transport company, and may therefore enter the rail or shipping business; a theatre is In the leisure industry, and may start competing with  cinemas or restaurants, and so on.

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