ALLIANCE FUNCTION: IMPORTANCE, ROLE, CREATION. OPENING THE BLACK BOX IN ROMANIA
Journal Title: MANAGERIAL CHALLENGES OF THE CONTEMPORARY SOCIETY - Year 2018, Vol 11, Issue 1
Abstract
This paper investigates the presence of a dedicated alliance function, team or manager in companies operating in the Romanian market. After realizing 10 interviews with Romanian companies’ executives and after sending more than 2000 e-mails, to more than 750 companies, we observed one big problem/danger facing the Romanian firms: the alliance non-orientation. In this sense, we argue that the alliance non-orientation represents a principal source of Romanian firms’ competitive disadvantage. In order to try to solve this problem, and help the companies operating in Romania (but is not limited only to Romanian market) to overcome this inconvenience, we propose that a key factor for enhancing firms’ performances is through enhancing their alliance orientation. It means, being open to collaborate and benefit from the infinite opportunities which may result from innovation. In order to do so, they should build alliance capabilities and the first step is to start to institutionalize firm’s strategic alliances. More specifically, start monitoring to build the alliance function, alliance team or to name an executive in charge with firm’s strategic alliances. Only in this way, the Romanian companies may overcome mediocracy (gain above average returns), improve firm’s innovative performance and productivity and in consequence, achieve the survival on a long term.
Authors and Affiliations
C. LEHENE, ANCA BORZA
Keywords
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