26 CONTEMPORARY ALLIANCES
Technological innovation and societal developments are reshaping the business environment and changing the rules of the alliance game. Because markets change continuously, firms are pushed to continuously innovate. Industry incumbents focus on technological innovation (such as blockchain, artificial intelligence and cloud computing) to improve their products and services, whereas market entrants take advantage of new technologies to gain a foothold by delivering enhanced offerings (Christensen et al. 2018). To this end, firms use alliances and participate in various alliance constellations to formulate and execute innovation strategies (first section). In response to societal developments, ...
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