... the financial reports of many of the world's major corporations. In 1999, alliances accounted for an average of 26% of Fortune 500 companies' revenue, and, 6-15% of the stock market valuation of the average company in the US (Gonzalez 2001). Eighty-two percent of US executives, expected this growth to continue for the foreseeable future, accounting for around 16-25% of the average company's market value, rising to over 40% of market value for a quarter of firms within the following five years (Gonzalez 2001). A study of 200 corporations involved in 1,572 separate alliances, discovered that each new alliance increased stock market value by circa 1%, representing an average increase of $54 million per alliance (Dyer, Kale et al. 2001). Given these kinds of incentives, it is not surprising that world-renowned brands such as, Coca-Cola, Proctor & Gamble, Nasdaq, Hewlett-Packard and Gillette are jumping on the global strategic alliance bandwagon. However, there ...

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