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BUILDING MUTUALITY AND TRUST IN STRATEGIC PARTNERSHIP : MEANING OF EARLY STAGES IN RELATIONSHIP FORMATION – A CASE STUDY

INTRODUCTION Collaborative relations crossing organisational boundaries are an elementary part of current business. Companies that strive for competitive advantages through collaboration create new interand intraorganisational structures and networks. Organisational relationships in these networks go often beyond the traditional demand-supply-chain relationships. Risks, investments and profits of joint efforts are shared among network members. Longterm business relations are built on mutual trust and win-win –situation for all the partners. Collaboration is usually expected to reduce the costs of acquiring and implementing relevant knowledge and competencies needed for efficient business processes. Collaborative relationships are usually called partnerships, alliances, or joint ventures (Lee 2001, Blomqvist 2002, Brinkerhoff 2002a, 2002b, Kelly et al. 2002, Bamford et al. 2004).