Alliances are one way in which companies are attacking new markets. They present both opportunity and danger. On the positive side an alliance can provide access to new customers and channels, speed to market, unique knowledge and experience, and scale and cost advantages. At the same time there are costs. Generally alliance partners share both the risks and the rewards.
Often partners fail to recognize how the relationship needs to be managed. We can assist in identifying and evaluating potential alliances including an assessment of partner compatibility, pitfalls to be avoided and ways to maximize the benefits of the alliance.