The global logic of strategic

INTRODUCTION The topic under reexamination is strategic alliances. This particular manakin of non-equity alliance between firms in the same industry (competitors) is suitable an increasingly popular musical mode of conducting business in the global environment. Many different reasons of why such alliances are occurring tolerate been recognised. These include: the increasing globalisation of the worlds economy resulting in escalate global competition, the proliferation and dispersment of technology, and the shortening of product life-cycles. This critique give routine Kenichi Ohmaes viewpoint on strategic alliances as a bench mark for comparison. Firstly, a summary of Ohmaes article will be provided. Secondly, in order to critique Ohmaes opinion, it will be necessary to review other literature on the topic. Thirdly, a discussion of the mingled viewpoints and studies, that have hence arisen, will be discussed in detail. Finally, conclusions will be drawn with implications for companies operating in todays global environment, to restoreher with suggestions for future research on strategic alliances.

THE GLOBAL system of logic OF STRATEGIC ALLIANCES The underlying argument or reasoning arsehole Ohmaes opinion that strategic alliances, or entente, are the only way forward for all companies competing globally. Globalisation mandates alliances, makes them absolutely necessary. (Ohmae, 1989). The author has back up this viewpoint, that globalisation makes strategic alliances necessary as vehicles for customer-orientated value, with four issues veneer todays companies: 1.



The Californization of Need; 2. The Dispersion of Technology; 3. The Importance of Fixed Costs, 4. Dangers of Equity.

The commencement issue, described by Ohmae as the Californization of Need, refers to the convergence of customer demand and preferences and the fact that the national identity of many high-quality products has virtually disappeared. Secondly, companies lowlife no longer maintain a leadership lay out based solely on superior, advanced technology. This results because of the increasing heel of critical technologies embedded in the majority of products, therefore,

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