Alians strategiczny – dylematy wyboru
Strategic Alliance – Choice Dilemmas

Summary/Abstract: The objective of deliberations is to assess usefulness of strategic alliances for enterprises operating in the sphere of trade during an economic downturn. Based on the critical analysis of the literature on the topic and his own experience in the area of business consulting, the author deliberates what should guide entrepreneurs in making their decision on choice of the formula of cooperation with other market participants and what possibilities of choice they have in this regard. The identified configurations comprise – according to the approach proposed by Y. Doz and G. Hammel – alliances consisting in joining forces, alliances consisting in joining expertise and alliances consisting in taking over skills. They may be concluded both within the trade branch and along the chain of creation of value for the final customer, within the framework of own value-creating chain or between various value-creating chains. Decisions on the organisational and legal form are secondary compared with the substantial decision: for what purpose and with whom to conclude an alliance.

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