Competitive positioning through strategic alliance formation: review and synthesis

This paper explores competitive positioning through network competition on the basis of alliance formation (strategic alliances, joint ventures). From a strategic perspective, technological competition will be refined and expanded into new markets, or new markets will be created through alliance formation. Alliance formation could speed up competitive positioning and technological leadership in strategically important, though geographically diverse, markets. Revenue management tools can help in linking alliance formation to better competitive outcomes, thereby improving strategic directions.