Partnerships and alliances with key peoples and companies are very crucial for business successes. Although statistics show that more than 60 percent of strategic alliances are under-performing, it is also noticeable that good alliances help businesses tremendously to overcome competition. Some most important objectives of strategic business alliances are,

• Product/service innovation
• Entering to new markets and/or reaching new customers.
• Increasing production, inventory and delivery capacity.
• Reduction in business operating costs.
• Ensuring (cheap) supply of raw materials or resources.
• Increasing marketing share or to outrun competitors.
• For better after sale customer service.

Strategic alliances can help a company by providing better security, software, technology, service or consultation. The growth phase of a modern day company is noticed by increased number of alliances. This is due to the fact that swift growth creates many urgent requirements, which necessitate companies to partner with other companies.

But it is not at all desirable to make all one you find your partners. Alliances must have clear objectives and operating principles. Both alliances must be well understand of one others strengths and weaknesses, one others markets and requirements, one others reputation and size, and one others expectations.