Στρατηγικές συμμαχίες: μηχανισμοί διακυβέρνησης, τύποι και απόδοση

Abstract

In today 's internationalized environment, companies are constantly striving to stand out in the market and gain a competitive advantage. One method that can help businesses become more competitive in the market is through alliance strategy. A strategic alliance is essentially an agreement between two or more parties pursuing a set of goals. The present work aims at the analysis of the basic characteristics of the strategic alliances, in the study of the factors that influence them and in the methodology that is followed for their completion. The methodology followed in the context of this work is the methodology of the literature review and the case study. Thus, a specific structure is followed. Initially, the first chapter of the paper provides a bibliographic review of corporate alliances, strategies, and the pros and cons of a strategic alliance. Next, the second chapter focuses on the governance and management factors of an initial alliance. In this context, the governance models, the stages of building an alliance strategy are presented, as well as reference is made to the success and failure factors of strategic alliances. To substantiate the content of the study, the case of the strategic alliance of Tata Starbucks is presented. First, a reference is made to the goals and importance of the alliance, while then all the factors that affect the internal and external environment of the companies and determine the failure or success of the strategic alliance are presented.