.
They helped the company to become one of the leading
players in the global electronics industry.
In early 1990s Toshiba
signed a coproduction agreement for light bulb
filaments with
GE.
Jack Welch, the legendary former CEO of GE, was
a Toshiba’s admirer. According to him, a phone call
to Japan was enough to sort out problems if and when
they arise, in no time.
Since then, Toshiba
formed various partnerships, technology licensing
agreements and joint ventures. Toshiba’s alliance
partners include Apple Computers, Ericsson, GE, IBM,
Microsoft, Motorola, National Semi Conductor,
Samsung, Siemens, Sun Microsystems and Thomson.
Toshiba formed an
alliance with Apple Computer to develop multimedia
computer products. Apple’s strength lay in software
technology, while Toshiba contributed its
manufacturing expertise. Toshiba created a similar
tie-up with Microsoft for hand held computer
systems.
In semiconductors,
Toshiba, IBM and Siemens came together to pool
different types of skills. Toshiba was strong in
etching, IBM in lithography and Siemens in
engineering. The understanding among the partners
was limited to research. For commercial production
and marketing the partners decided to be on their
own.
In flash memory,
Toshiba formed alliances with IBM and National Semi
Conductor.
Toshiba’s alliance with
Motorola has helped it become a world leader in the
production of memory chips.
The tie-up with IBM has
enabled Toshiba to become a world’s largest supplier
of color flat panel displays for notebooks.
