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IIMB Management Review

Document Type

Article

Abstract

Alliances, all over the world, are the order of the day. In the current global context, few players have the wherewithal for creating viable businesses all by themselves. Alliances help leverage partners’ strengths, share risks and rewards, and open up new markets and competitive opportunities. Alliances in emerging markets such as India are especially relevant, as these markets come out of their self imposed isolation and insulation from external world markets and move towards a relatively open and competitive business environment. With this, customers’ expectation levels go up by leaps and bounds, given their newfound knowledge of the range of options available to them; domestic businesses realise overnight, often with dismay, their inadequacies in terms of products, technology, infrastructure and even management processes of response and reaction.

Publication Date

6-1-1996

First Page

5

Last Page

14

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