A strategic alliance is formed when two or more businesses join hands to work together in order to achieve strategic objectives that mutually benefit the alliance partners. These businesses are not direct competitors to each other but offer similar products and services that are targeted towards the large audience. The failure rate of strategic alliances is around 70 percent (Steensma et al., 2000).
One of the major challenges of strategic alliances is the response from the subordinates. It is highly possible that the actions taken by the subordinates are not in compliance with the top management policies. This can
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