The competitive advantage of strategic alliances （战略联盟的竞争优势）.pdf

The competitive advantage of strategic alliances Natalia Cojohari, doctorand ASE Bucuresti, asistent univ. Universitatea “Alecu Russo”, Bălţi In todays environment, creating sustainable value for customers and shareholders requires creating effective alliances. Alliances are essential building blocks for companies to achieve stronger and more effective market presence. Alliances are now a fact of life for business, an important piece of current operations as well as future strategy. This article provides an important and useful perspective on strategic alliances. Approaches, examples, models, and other tools are discussed to develop a deeper understanding of how competitive advantage of the alliance can be achieved. The article shows that there are many ways to build a competitive advantage which depend a lot on management of the alliance. Some firms place alliance management under a centralized organization, while others prefer to distribute responsibility for alliances across all business units. Furthermore, the competitive advantage of a strategic alliance also depends on its organizational and strategic circumstances. As the pace of global business accelerates, and customers continually become more demanding and sophisticated, companies are finding the competitive landscape dramatically changing. Markets are moving so quickly that is very difficult for one company to stay current on all technologies, resources, competencies, and information needed to attack, and be successful in those markets. Strategic alliances offer a means for companies to access new markets, expand geographic reach, obtain cutting-edge technology, and complement skills and core competencies relatively fast. Strateg