Abstract
The purpose of this study examines whether the strategic alliance affects the organizational form, managerial strategy, market engagement, and performance and how these variables interact in order to become a mutually beneficial partnership. The study took place in Indonesia, especially in Java, to the parties related to the strategic alliance between PT Transportasi Jakarta and bus operators in investment and management of Busway in DKI Jakarta. The study took place is in Indonesia especially Java Island and not only in DKI Jakarta. Findings in this study is have significant and positive effect on organizational form, in other hands, the strategic alliance has a non-signifncant effect to performance, managerial strategy, and market engangement. The novelty in this study is the market engagement variable examined by looking at the relationship between the strategic alliance and market engagement, managerial strategy and market engagement, and market engagement and performance.
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