THE BASIS OF MAKING THE STRATEGIC ALLIANCE BETWEEN COMPETITORS

Abstract

The strategic alliances between competitors are principally known, but are researched insufficiently. There are no answers for such questions: if the competition emerges in the strategic alliance? If it emerges, how such alliance exists. There are answers for given questions in the article. Such answers are based on the results of experience analysis for known in the world business strategic alliances with partners, which are competitors. The answers are the following. It is shown, that the successful interaction between partners in strategic alliance of researched type is possible in the case of avoiding of direct competition. Competition in the strategic alliance between its participants emerges in the situation while they are the real competitors because of intersection of their interests on the same market. The successfulness of such alliance depends on fact, if the alliance participants are the real competitors or they are pseudo-competitors. If the competitor is real, there is no sense to make the alliance with him or it is necessary to be very careful. The basis of such alliance successfulness is the balance of partners’ interaction. Such balance describes the situation when, at first, achieving the goals of partners’ interaction is strategically important, at second, the volumes of interaction are the same for both partners. The pseudo-competitors are the economical agents, which make the production with the same purpose, but for different customers. Despite the production sameness the partners’ interests about the production promotion on the market do not intersect (implicit, but significant differences in customers’ needs and demands, that emerge because of natural (prices) or artificial (agreement about the market sectioning) way).There are high chances for the win of every participant in the strategic alliance with the pseudo-competitor. Such win is presented as the effect from partnership.  The mutually beneficial co-work is possible between pseudo-competitors in alliance. Such co-work is the consequence of coincidence the alliance participants interests. The effect of partnership is presented as the win of every participant in competitive struggle with real competitors because of having the advantages from the participation in the alliance.