GE bringing joint ventures to life
Friday, February 29th, 2008NEW YORK: David Nissen, the head of GE Money, remembers how the corporate bosses used to react whenever the subject of joint ventures came up. “The basic philosophy was, If you dont have full control, dont do the deal, ” Nissen recalled.
How times have changed. In South Korea, GE Money, GEs retail lending arm, has 43 percent stakes in Hyundai Capital and Hyundai Card, which offer auto loans, mortgages and credit cards.
It has formed joint ventures with several Spanish savings banks to provide consumer loans and credit cards. And it has a consumer banking venture with Garanti Bank in Turkey, in which GE and the Dogus Group, Garantis parent, each own 25.5 percent, with the rest owned by outside investors. Garanti manages that venture.
Joint ventures “have been one of our most powerful strategic tools,” Nissen said, noting that net income for the ventures was growing at twice the rate of his core business.
He was speaking for GE Money, but he could easily be speaking for General Electric as a whole. In the past few years, GE has shown an ever greater willingness to hook up with other companies, even if that means taking a minority position.
“Sure, we could keep buying small companies and GE-ize them,” said Jeffrey Immelt, GEs chief executive. “But weve learned that its better to partner with the No. 3 company that wants to be No. 1 than to buy a tiny company or go it alone.”
At GE, that attitude is a cultural shocker. Even Immelt concedes that “our culture is based on the idea that our management approach is right.”
But managerial imperialism is a luxury GE can no longer afford.
“They need to be in more geographic and technological markets, and joint ventures let them spread both risk and capital around,” said Daniel Rosenblatt, an analyst at Marble Harbor Investment Counsel, which owns GE shares.
In fact, GEs new openness to joint ventures is a culmination of myriad converging trends.
For one thing, the days when it could buy whatever it wanted are pretty much over.
“GE used to be the 900-pound gorilla with the magic bag of money,” said James Schrager, clinical professor of entrepreneurship at the Graduate School of Business at the University of Chicago. “But these days, if theres a neat company for sale, the private equity people offer the highest price.”
GEs global push is a factor, too. This year, for the first time, GE will derive a majority of its revenue from overseas. Much of the incremental growth will come from areas in which GE has had a paltry presence, as well as from countries like China, where the economic and legal systems are in flux.
“When you dont know how the local laws will go, then joint ventures are the low-risk, high-return strategy for entering new markets,” said Deane Dray, an analyst at Goldman Sachs.
But perhaps most important, Immelt has repeatedly promised to keep GE growing faster than the domestic economy. For a company whose revenue Topped $160 billion last year, that is no small task. By taking partial ownership of a lot more companies than it could buy outright, GE is enhancing chances for a breakout hit and lessening the damage of an outright flop.
GE has done joint ventures before, of course. It has a longstanding 50-50 venture with the French state-owned aircraft engine maker Snecma, and another with Fanuc of Japan to make controls for electrical equipment. GE SeaCo, which GE and Sea Containers of Britain formed nine years ago, has become one of the worlds largest leasers of shipping containers. And MSNBC started out as a joint venture with Microsoft. (GE bought Microsoft out last year, but the two companies still jointly run MSNBCs digital operations.)
But those ventures came about only after GE had explored other possible ways to gain access to a particular market or technology.
“We used to go into talks saying acquisition, with joint ventures a distant second choice,” said Pamela Daley, senior vice president for corporate business development. “But we now see JVs as a great way to dip a toe into a new market.”
Examples are rife.
A few months ago, GE briefly considered bidding for Dow Jones - but only in partnership with Pearson, which owns The Financial Times. NBC Universal - itself a joint venture, formed in 2003 with Vivendi, which owns 20 percent - has teamed up with News Corp. to form Hulu.com, a video-sharing Web site, “and at one point we even tried to bring in a third partner, because the more content the better,” said Jeff Zucker, chief executive of NBC Universal.