ALLIANCE MANAGEMENT

Abstract

This article wants to respond to a number of critical questions aboutalliances. First of all ââ¬ËWhy alliances’, than ââ¬ËWhat is alliance management and howshould it operate’; ââ¬Ëwhich is the role played by an alliance manager’, How should topperforming managers act and finally ââ¬ËHow to manage an alliance . Alliancesuccess hinges on people issue ââ¬â in particular, defining roles and responsibilities andcreating the incentives to drive individual performance.globalization, alliance managers, alliance management, strategic alliance.