Strategic Alliance Management, 3rd Edition

7 ALLIANCE MANAGEMENT

DOI: 10.4324/9781003222187-7

The alliance management stage confronts alliance partners with the next challenge: monitor and coordinate alliance activities, and if required impose changes, to the purpose of creating value-creating conditions and mitigating the potential threat of exchange hazards. Alliance managers must oversee whether the partners deploy their resource contributions, adhere to coordination mechanisms, act on expressed commitments and execute and complete the tasks assigned to them. The decisions made during the preceding alliance development stages, particularly alliance launch, may ease the task of alliance management, but as the relationship progresses, the focus should be on day-to-day coordination ...