Creating value in strategic alliances as a source of competitive advantage

• Published in: Marketing (Beograd) Vol. 47; no. 2; pp. 148 - 160
• Main Author: Jovanović, Milica
• Format: Journal Article
• Language: English
• Published: Srpsko udruženje za marketing 2016
• Subjects: compliance between partners; models of value creation; partners learning; performance measures; strategic alliances
• ISSN: 0354-3471; 2334-8364
• DOI: 10.5937/markt1602148J

This paper presents ways of creating value in strategic alliances. Specifically, in the global market, various forms of cooperation between enterprises become inevitable. Strategic alliances as long term cooperation arrangements, help the company to improve the competitive position in the global economy and to achieve strategic goals. Companies are looking for partners with complementary resources and competencies in order to acquire competitive advantage. The selection of partners is critical decision to achieve the desired results and synergistic value creation. The main objective of modern strategic alliances is organizational learning or rare knowledge transfer. Numerous factors, such as trust, information exchange, exchange of personnel, the level of cooperation, influence the process of mutual learning. Different motives for entering into alliances involve various models for creating value in them. It is no longer enough to defend the acquired market position, it is necessary to strive for maximizing the value being delivered to consumers but also to other stakeholders in order to gain an advantage.