The major objective of this study is to investigate the key success factors of strategic alliance for the new business entry. Though success factors of strategic alliance have been studied recently for a long time, there is lack of integrated perspective. Accordingly this study focuses on the important factors impacting on the success of strategic alliance from strategic alliance formation to outcomes distribution in the integrated and dynamic perspective. The research questions are as follows:
1) What are the most important factors when the strategic alliance is selected for the method of entering the new business?
2) Why do they take non-equity strategic alliance?
3) What are the critical success factors in integrated and dynamic perspective?
4) What are the relationships between success of strategic alliance and outcomes distribution?
With the review of related literatures, both decision making model for initial conditions of strategic alliance and evolving model of strategic alliance with consideration of outcomes distribution mechanism are suggested in this research and are reviewed with the in-depth case study on the strategic alliance between Samsung and Hewlett Packard.
The major findings of this study are summarized as follows: First, the structure of strategic alliance is to be determined with consideration of relational risk as well as performance risk. If you do not consider these risks for alliance structure, you should reflect these factors when you make initial conditions with your partner.
Second, to keep the strategic alliance successful, both parties need to consider not only directly competing outcomes but also supplementary outcomes for strategic alliance benefit when outcomes are distributed to each partner.
Third, fair outcomes distribution is very important for virtuous cycle of learning, re-evaluation, and re-adjustment of strategic alliance.
In addition, several managerial implications for the success of strategic alliance, limitations of this study and further research direction are suggested in this research.
