Strategic Alliance Management, 3rd Edition

8 ALLIANCE EVALUATION

DOI: 10.4324/9781003222187-8

To maintain effective alliances, alliance partners must evaluate alliance performance continuously; monitoring provides the firms with the necessary information to take appropriate actions, whether doing nothing, adapting the alliance design and management or terminating the relationship. Alliance evaluation is complex, however, owing primarily to the multifaceted nature of alliance performance. Most alliance managers focus on intentional outcomes, but they often neglect assessments of emergent objectives, relational processes and intangible outcomes. Furthermore, they tend to use generic metrics, whereas to be effective, performance metrics should align with unique alliance characteristics. ...