25 ALLIANCE SYSTEM
As organizational entities, alliances are inherently complex to manage, and they are continually under threat from external contingencies that originate either in the partners’ own organization or in the external environment. The preceding chapters have discussed how these internal and external forces drive alliance development and the instruments alliance managers can use to develop win–win alliances. However, establishing and maintaining alliances also cause changes in partners’ organizations and environments, which in turn could force managers to modify their alliance design and management in an effort to maintain fit between the alliance, the alliance partners and the environment. A misfit ...
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