In building alliances questions arise about the appropriate forms of cooperation and business arrangements by which the role and specific input of the partners are to be regulated; their form and content need to create clarity as to relationships and procedures. Investing in knowledge exchange and knowledge development is an important activity in shaping the collaboration. In elaborating the partnership between companies, the aim for members is to contribute to the whole based on their own uniqueness. The question of a common purpose and identity is central as is the search process for shaping this identity. Special attention is to the meaning and purposes of alliances and their contributions to society, the orientation on customers’ needs and the importance of shared values and a joint strategy to realise a compelling mission.
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