Despite the trend towards an increasing use of strategic technology alliances, mortality rates of cooperative agreements have always been extremely high. In this paper we argue that rapid economic and technological developments have overthrown traditional thinking about alliances and that firms could benefit from a new perspective on partnering. This new approach is referred to as High Touch Partnering. The new framework stresses the need for a balanced attention to strategic (re-)positioning, establishing adequate alliance capabilities, building business communities with partners and improved partner selection.
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Document Type: Research Article
MERIT and Eindhoven University of Technology, Maastricht, The Netherlands.
KPMG Alliances, Amsterdam, The Netherlands.
Aon Groep Nederland B.V., Rotterdam, The Netherlands.
Publication date: 01 October 1999