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Three Levels of Alliance Management

Alliance management has been on the agenda of management scholars and corporations for many years now. In spite of the attention in the academic and management literature on many aspects of alliance management, track records of alliances are still poor. Most of the literature has been unable to unveil the secret ingredients of alliance success. Only very recently, authors have started to make significant progress in the area of alliance management. In this paper we argue that there are three main levels of analysis in alliance management literature. Moreover, we content that a dyadic or firm-level perspective is not sufficient to deal with the full dynamics of alliances. Successful alliance management, therefore, requires a profound understanding of all three levels of alliance management and their interaction: dyadic, firm-level and network-level management of alliances.