USING ATHLETE ENDORSEMENT IN BRAND POSITIONING – An insight from multinational sports goods companies

It has become a popular method in marketing campaigns to use well-known and admired personalities to promote products. A famous person can draw attention to the brand and change consumers’ perceptions of the brand. The research problem of this study was to offer guidelines on how to use athlete endorsement effectively in brand positioning. This research tried to illustrate how athlete endorsement is a vital brand building factor. Athletes have been found to have special credibility, so this research concentrated on the sports goods industry. Furthermore, athlete endorsement has become a natural part of communicating a sports brand. Athletes highlight the performance of the brand to the consumers. The study was conducted as a qualitative research applying case study method. The two case companies selected for this study were Adidas and Puma. The main findings of the empirical research corresponded to the theoretical framework of the study. Brand positioning strategies in the sports goods industry often include athlete endorsement to some extent. Large multinational companies try to attract the best athletes to promote their brand. The key to successful brand positioning is to have a good product with the right personalities to promote it. However, large multinational companies may face difficulties in localizing their marketing efforts. As a result, global campaigns may not be lucrative everywhere. The role of an expert in an athlete’s sport has resulted in increasing credibility in promoting brands. Creating a superior product in consumers’ minds creates competitive advantage. A top athlete may be linked with superior equipment. After considering the goals of the positioning strategy, companies need to plan their brand awareness process, brand image and brand values. Then, athletes need to be selected based on their characteristics to meet the criteria. Sport sponsorship is a way to support the message delivered through athlete endorsement. Athlete endorsement and sport sponsorship complement the marketing communications mix of a brand. Additionally, companies raise brand awareness and communicate brand image through the athlete. Thus, athletes may earn more money through the sponsorship deals and even feature the advertisements after their professional career. Key words

Pienten tilitoimistojen osaaminen ja verkostoituminen Etelä-Karjalan alueella

Tämä pro gradu -tutkielma tutkii Etelä-Karjalan alueella pienten (1-5 henkilön) tilitoimistojen osaamista, tilitoimistoyrittäjien suhtautumista verkostoitumiseen ja yhteistyöhön sekä sähköisen taloushallinnon käyttöä osaamisen näkökulmasta. Tutkimus on luonteeltaan laadullinen ja tutkimusmenetelminä käytettiin lomakekyselyä ja teemahaastattelua. Lomakekyselyn tuloksia täydennettiin haastattelemalla viittä pienen tilitoimiston edustajaa. Tutkimustulosten perusteella osaamisen jatkuva ylläpitäminen tilitoimistoalalla on ensiarvoisen tärkeää. Teknologian ja sähköisen taloushallinnon kehitys nähtiin tekijöinä, joilla tilitoimistoalalle saadaan nuoria ja lahjakkaita taloushallinnon ammattilaisia tulevaisuudessa. Tutkimuksessa havaittiin tarve verkostoitumisen ja yhteistyön kehittämiselle. Tämä vaatii kuitenkin vielä asenteiden muutosta ja konkreettisia malleja, joilla tuetaan alueellisten verkostojen syntymistä.

Deregulation’s Impact on the Railway Freight Transport Sector’s Future in the Baltic Sea Region

The European transport market has confronted several changes during the last decade. Due to European Union legislative mandates, the railway freight market was deregulated in 2007. The market followed the trend started by other transport modes as well as other previously regulated industries such as banking, telecommunications and energy. Globally, the first country to deregulate the railway freight market was the United States, with the introduction of the Staggers Rail Act in 1980. Some European countries decided to follow suit already before regulation was mandated; among the forerunners were the United Kingdom, Sweden and Germany. The previous research has concentrated only on these countries, which has provided an interesting research gap for this thesis. The Baltic Sea Region consists of countries with different kinds of liberalization paths, including Sweden and Germany, which have been on the frontline, whereas Lithuania and Finland have only one active railway undertaking, the incumbent. The transport market of the European Union is facing further challenges in the near future, due to the Sulphur Directive, oil dependency and the changing structure of European rail networks. In order to improve the accessibility of this peripheral area, further action is required. This research focuses on topics such as the progression of deregulation, barriers to entry, country-specific features, cooperation and internationalization. Based on the research results, it can be stated that the Baltic Sea Region’s railway freight market is expected to change in the future. Further private railway undertakings are anticipated, and these would change the market structure. The realization of European Union’s plans to increase the improved rail network to cover the Baltic States is strongly hoped for, and railway freight market counterparts inside and among countries are starting to enhance their level of cooperation. The Baltic Sea Region countries have several special national characteristics which influence the market and should be taken into account when companies evaluate possible market entry actions. According to thesis interviews, the Swedish market has a strong level of cooperation in the form of an old-boy network, and is supported by a positive attitude of the incumbent towards the private railway undertakings. This has facilitated the entry process of newcomers, and currently the market has numerous operating railway undertakings. A contrary example was found from Poland, where the incumbent sent old rolling stock to the scrap yard rather than sell it to private railway undertakings. The importance of personal relations is highlighted in Russia, followed by the railway market’s strong political bond with politics. Nonetheless, some barriers to entry are shared by the Baltic Sea Region, the main ones being acquisition of rolling stock, bureaucracy and needed investments. The railway freight market is internationalizing, which is perceived via several alliances as well as the increased number of mergers and acquisitions. After deregulation, markets seem to increase the number of railway undertakings at a rather fast pace, but with the passage of time, the larger operators tend to acquire smaller ones. Therefore, it is expected that in a decade’s time, the number of railway undertakings will start to decrease in the deregulation pioneer countries, while the ones coming from behind might still experience an increase. The Russian market is expected to be totally liberalized, and further alliances between the Russian Railways and European railway undertakings are expected to occur. The Baltic Sea Region’s railway freight market is anticipated to improve, and, based on the interviewees’ comments, attract more cargoes from road to rail.

Information and appearance - design creating value for wearable technology items in B2C markets

The objective of the thesis is to study the role of design in adding value for wearable technology (WT) items in B2C markets by applying previous value creation literature to the subject. The thesis investigates value creation through types of value perceived by the customer being functional/instrumental, experiential/hedonic, symbolic/expressive and cost/sacrifice. The data was collected in face-to-face interviews with both consumers and industry experts. The results suggest that value perceived by both experts and consumers in every end-user category was elementarily functional, however, design was considered to bring most added value to WT in the categories of health and medicine, infotainment, and fashion. Also, WT ought to have same characteristics as regular clothing in order to attract mass markets. The results of the study suggest that companies should invest in design in order to gain long-term user engagement.

The role of network externalities in value creating process of the commercial web service for two-sided international markets

Network externalities and two-sided markets in the context of web services and value creation is not very well discussed topic in academic literature. The explosive rise of the Internet users has created a strong base for many successful web services and pushed many firms towards e-business and online service based business models. Thus the subject of this thesis, the role of network externalities in value creating process of the commer-cial web service for two-sided international markets is very current and interesting topic to examine. The objective of this Master’s Thesis is to advance the study of network externalities from the viewpoint of two-sided markets and network effects as well as describe the value creation & value co-creation process in commercial web service business models. The main proposition suggests that the larger network of customers and the bigger number of users the web service is able to attract, the more value and stronger positive net-work externalities the service is able to create for each customer group. The empirical research of this study was implemented for commercial web service, targeted to Russian consumers and Finnish business users. The findings suggest that the size of the network is highly related to the experi-enced value of the customers and the whole value creation process of commercial web targeted for two-sided international markets varies from the value creation for one-sided or pure domestic markets.

An Alternative American Approach to Repositories

Presentation at Open Repositories 2014, Helsinki, Finland, June 9-13, 2014

Strategic narratives and competitive advantage : do winners speak differently?

Concepts, models, or theories that end up shaping practices, whether those practices fall in the domains of science, technology, social movements, or business, always emerge through a change in language use. First, communities begin to talk differently, incorporating new vocabularies (Rorty, 1989), in their narratives. Whether the community’s new narratives respond to perceived anomalies or failures of the existing ones (Kuhn, 1962) or actually reveal inadequacies by addressing previously unrecognized practices (Fleck, 1979; Rorty, 1989) is less important here than the very phenomena that they introduce differences. Then, if the new language proves to be useful, for example, because it helps the community solve a problem or create a possibility that existing narratives do not, the new narrative will begin circulating more broadly throughout the community. If other communities learn of the usefulness of these new narratives, and find them sufficiently persuasive, they may be compelled to test, modify, and eventually adopt them. Of primary importance is the idea that a new concept or narrative perceived as useful is more likely to be adopted. We can expect that business concepts emerge through a similar pattern. Concepts such as “competitive advantage,” “disruption,” and the “resource based view,” now broadly known and accepted, were each at some point first introduced by a community. This community experimented with the concepts they introduced and found them useful. The concept “competitive advantage,” for example, helped researchers better explain why some firm’s outperformed others and helped practitioners more clearly understand what choices to make to improve the profit and growth prospects of their firms. The benefits of using these terms compelled other communities to consider, apply, and eventually adopt them as well. Were these terms not viewed as useful, they would not likely have been adopted. This thesis attempts to observe and anticipate new business concepts that may be emerging. It does so by seeking to observe a community of business practitioners that are using different language and appear to be more successful than a similar community of practitioners that are have not yet begun using this different language as extensively. It argues that if the community that is adopting new types of narratives is perceived as being more successful, their success will attract the attention of other communities who may then seek to adopt the same narratives. Specifically, this thesis compares the narratives used by a set of firms that are considered to be performing well (called Winners) with those of set of less-successful peers (called Losers). It does so with the aim of addressing two questions: - How do the strategic narratives that circulate within “winning” companies and their leaders differ from those circulating within “losing” companies and their leaders? - Given the answer to the first question: what new business strategy concepts are likely to emerge in the business community at large? I expected to observe “winning” companies shifting their language, abandoning an older set of narratives for newer ones. However the analysis indicates a more interesting dynamic: “winning” companies adopt the same core narratives as their “losing” peers with equal frequency yet they go beyond these. Both “winners” and “losers” seem to pursue economies of scale, customer captivity, best practices, and securing preferential access to resources with similar vigor. But “winners” seem to go further, applying three additional narratives in their pursuits of competitive advantage. They speak of coordinating what is uncoordinated, adopting what this thesis calls “exchanging the role of guest for that of host,” and “forcing a two-front battle” more frequently than their “loser” peers. Since these “winning” companies are likely perceived as being more successful, the unique narratives they use are more likely to be emulated and adopted. Understanding in what ways winners speak differently, therefore, gives us a glimpse into the possible future evolution of business concepts.

Avoimet tuotealustat ja allianssit älytelevisiomarkkinoilla

Älytelevisiomarkkinat ovat nykyisellään pirstaloituneet eri valmistajien kehittäessä omia älytelevisioalustoitaan, mikä tekee sovelluskehittämisestä erittäin työlästä, kun kehitystyö pitää tehdä jokaiselle alustalle erikseen. LG:n ja Philipsin perustama Smart TV Alliance pyrkii yksinkertaistamaan sovelluskehittäjien työtä, samalla houkutellen lisää kehittäjiä alalle. Työssä tutustutaan tuotealustoihin, avoimeen ja suljettuun innovaatioon, sekä alliansseihin. Lisäksi perehdytään älytelevisioihin sekä tietenkin itse Smart TV Allianceen. Lisäksi tarkastellaan nykyistä markkina-asetelmaa ja arvioidaan yksittäisten toimijoiden tilannetta ja mahdollisia toimenpiteitä. Työn painopiste on fyysisen laitevalmistajan ja käyttöjärjestelmän kehittäjän/ylläpitäjän näkökulmasta. Työn kannalta tärkeässä roolissa ovat ohjelmistopohjaiset tuotealustat. Eritoten työssä käsitellään älytelevisioiden ohjelmistoa tuotealustana, mutta hyvä vaihtoehtoinen ja eritoten monille käytännönläheisempi esimerkki on tietokoneen käyttöjärjestelmä, kuten Microsoft Windows tai useat Linux-pohjaiset käyttöjärjestelmät. Keskeisenä ominaisuutena näissä kaikissa on, että itse käyttöjärjestelmä toimii yhteisenä pohjana, jonka päälle voidaan rakentaa muuta toiminnallisuutta, kuten pelejä ja toimistosovelluksia.

Katsaus lisäävän valmistuksen (aka 3D-tulostus) mahdollisuuksiin ja kustannuksiin metallisten tuotteiden valmistuksessa: Case jauhepetitekniikka

Suurelle yleisölle lisäävä valmistustekniikka eli ns. 3D-tulostustekniikka näyttäytyy lehtien otsikoissa ja artikkeleissa esiin pulpahtavana ”muotiaiheena”, mutta sekä muovien 3D-tulostustekniikka että metallienkin vastaava valmistustekniikka on ollut olemassa maailmalla ja Suomessa 80-luvun puolivälistä alkaen. Yhdysvalloissa ja Saksassa tekniikkaa käytetään valmistavassa teollisuudessa toiminnallisten osien tuotannossa. Esimerkiksi lentokoneen suihkumoottorien osia ja lääketieteellisiä välineitä tehdään metallijauheesta lisäävän valmistuksen avulla. Itse asiassa eräs menetelmä metalliesineiden valmistamiseksi lasersäteen avulla keksittiin Suomessa ja sitä myös kehiteltiin täällä, mutta teollisuudenala lähti aikanaan nousuun Saksassa. Lisäävä valmistus on tällä hetkellä maailmanlaajuisesti eräs kiinnostavista tuotantotekniikoista, jonka uskotaan muuttavan monia asioita tuotteiden suunnittelussa, toiminnoissa ja valmistuksessa. Tämä tekniikka ei kiinnosta pelkästään valmistavaa teollisuutta, vaan tietotekniikan, lääketieteen, koruvalmistuksen ja muotoilun osaajat sekä uusien liiketoimintamallien kehittäjät ja logistiikka operaattorit ovat teknologiasta kiinnostuneita. Suomelle 3D-tulostustekniikka on suuri mahdollisuus, sillä maassamme on vahva teollinen tieto- ja viestintätekniikkaosaaminen sekä lisäksi olemme maassamme erikoistuneet varsin vaativien teollisiin laitteiden valmistukseen. Eräät suurimmista mahdollisuuksista tällä tekniikalla ovat toimitusketjuihin liittyvät muutokset. Uutta on, että pienetkin yritykset ja organisaatiot voivat soveltaa tätä tekniikkaa valmistuksessa ja jopa kehitellä täysin uusia tuotteita. On myös arvioitu, että lisäävän valmistuksen merkitys valmistustapoihin ja toimitusketjuihin voi olla suurempi kuin koskaan aikaisemmin minkään teknologisen uudistuksen kohdalla. Lisäävästä valmistuksesta usein puhutaankin kolmantena teollisena vallankumouksena juuri tämän takia. 3D-tulostuksen kustannuksia tarkasteltaessa on tärkeätä huomata että vain sulatetun jauheen määrä ratkaisee, ei käytettävän geometrian monimutkaisuus. Tämä erottaa perinteisen ja lisäävän valmistuksen toisistaan. Perinteisesti kappaleen keventäminen on maksanut ”ylimääräistä”, kun taas lisäävässä valmistuksessa kappaleen keveys on jopa kustannusta alentava tekijä. Valmistettavan kappaleen korkeus on yksi kriittisimpiä kustannuksiin vaikuttavia tekijöitä. Tämän vuoksi useamman kappaleen valmistus yhdellä kertaa parantaa kannattavuutta huomattavasti. Samalla kertaa voi ja itse asiassa kannattaakin valmistaa keskenään erilaisia kappaleita. Perinteiset valmistustavat sen sijaan ovat nykyajan vaatimuksille liian hitaita; ne joustavat huonosti, kun kyseessä on pienet, asiakaslähtöiset erät. Trendi on globaalisti kohden yksilöllisiä asiakaslähtöisiä tuotteita, jolloin myös valmistustekniikoiden on oltava joustavia pysyäkseen näiden vaatimusten perässä. Lisäävä valmistus sopii erityisesti hyvin piensarjatuotantoon. Suuremmissa valmistuserissä kuitenkin perinteiset tekniikat ovat kustannustehokkaampia.

The brain decade in debate: III. Neurobiology of emotion

This article is a transcription of an electronic symposium in which active researchers were invited by the Brazilian Society of Neuroscience and Behavior (SBNeC) to discuss the advances of the last decade in the neurobiology of emotion. Four basic questions were debated: 1) What are the most critical issues/questions in the neurobiology of emotion? 2) What do we know for certain about brain processes involved in emotion and what is controversial? 3) What kinds of research are needed to resolve these controversial issues? 4) What is the relationship between learning, memory and emotion? The focus was on the existence of different neural systems for different emotions and the nature of the neural coding for the emotional states. Is emotion the result of the interaction of different brain regions such as the amygdala, the nucleus accumbens, or the periaqueductal gray matter or is it an emergent property of the whole brain neural network? The relationship between unlearned and learned emotions was also discussed. Are the circuits of the former the underpinnings of the latter? It was pointed out that much of what we know about emotions refers to aversively motivated behaviors, like fear and anxiety. Appetitive emotions should attract much interest in the future. The learning and memory relationship with emotions was also discussed in terms of conditioned and unconditioned stimuli, innate and learned fear, contextual cues inducing emotional states, implicit memory and the property of using this term for animal memories. In a general way it could be said that learning modifies the neural circuits through which emotional responses are expressed.

Genetic potential for an acute inflammatory response in IgA glomerulonephritis in mice

Mice selected on the basis of an acute inflammatory response (AIR) can provide information about the immunopathological mechanisms of glomerulonephritis. We studied the differences between mice selected for a maximal AIR (AIRmax that attract more polymorphonuclear cells to the site of injury) or a minimal AIR (AIRmin that attract more mononuclear cells) in an experimental model of IgA nephropathy in order to investigate the effect of genetic background on glomerular disease progression and the participation of the monocyte chemoattractant protein-1 (MCP-1) chemokine. IgA nephropathy was induced by intraperitoneal ovalbumin injection and bile duct ligation in AIRmax and AIRmin mice. Histological changes, urinary protein/creatinine ratio, serum IgA levels, immunofluorescence for IgA, IgG and complement C3 fraction, immunohistochemistry for macrophages and MCP-1, and MCP-1 levels in macerated kidney were determined. Mesangial IgA deposition was seen only in AIRmin mice, which presented more renal lesions. Increased serum IgA levels (1.5 ± 0.4 vs 0.3 ± 0.1 mg/mL, P < 0.001), high glomerular MCP-1 expression and decreased monocyte/macrophage infiltration in the interstitial area (0.3 ± 0.3 vs 1.1 ± 0.9 macrophages/field, P < 0.05) were detected in AIRmin mice compared to AIRmax mice. No glomerular monocyte/macrophage infiltration was detected in either strain. In spite of the absence of IgA deposition, AIRmax mice presented discrete or absent mesangial proliferation. The study showed that there are differences between mice selected for AIRmax and AIRmin with respect to serum IgA levels, histological damage and MCP-1 chemokine production after ovalbumin injection in combination with bile duct ligation.

The extracellular matrix provides directional cues for neuronal migration during cerebellar development

Normal central nervous system development relies on accurate intrinsic cellular programs as well as on extrinsic informative cues provided by extracellular molecules. Migration of neuronal progenitors from defined proliferative zones to their final location is a key event during embryonic and postnatal development. Extracellular matrix components play important roles in these processes, and interactions between neurons and extracellular matrix are fundamental for the normal development of the central nervous system. Guidance cues are provided by extracellular factors that orient neuronal migration. During cerebellar development, the extracellular matrix molecules laminin and fibronectin give support to neuronal precursor migration, while other molecules such as reelin, tenascin, and netrin orient their migration. Reelin and tenascin are extracellular matrix components that attract or repel neuronal precursors and axons during development through interaction with membrane receptors, and netrin associates with laminin and heparan sulfate proteoglycans, and binds to the extracellular matrix receptor integrins present on the neuronal surface. Altogether, the dynamic changes in the composition and distribution of extracellular matrix components provide external cues that direct neurons leaving their birthplaces to reach their correct final location. Understanding the molecular mechanisms that orient neurons to reach precisely their final location during development is fundamental to understand how neuronal misplacement leads to neurological diseases and eventually to find ways to treat them.

Transient outward potassium current and Ca2+ homeostasis in the heart: beyond the action potential

Normal central nervous system development relies on accurate intrinsic cellular programs as well as on extrinsic informative cues provided by extracellular molecules. Migration of neuronal progenitors from defined proliferative zones to their final location is a key event during embryonic and postnatal development. Extracellular matrix components play important roles in these processes, and interactions between neurons and extracellular matrix are fundamental for the normal development of the central nervous system. Guidance cues are provided by extracellular factors that orient neuronal migration. During cerebellar development, the extracellular matrix molecules laminin and fibronectin give support to neuronal precursor migration, while other molecules such as reelin, tenascin, and netrin orient their migration. Reelin and tenascin are extracellular matrix components that attract or repel neuronal precursors and axons during development through interaction with membrane receptors, and netrin associates with laminin and heparan sulfate proteoglycans, and binds to the extracellular matrix receptor integrins present on the neuronal surface. Altogether, the dynamic changes in the composition and distribution of extracellular matrix components provide external cues that direct neurons leaving their birthplaces to reach their correct final location. Understanding the molecular mechanisms that orient neurons to reach precisely their final location during development is fundamental to understand how neuronal misplacement leads to neurological diseases and eventually to find ways to treat them.

Sustainable Development – the Key to Competitiveness CSR as an added value to Alstom’s corporate performance

Corporate social responsibility or CSR is today a widely recognized concept which is receiving in- creasing popularity extremely rapidly, especially in the business world. The pressure on companies to carry out their business practices in ethical manners, which promote the wellbeing of the environment and society, is coming from all directions and all stakeholders. Alstom, a French multinational conglomerate operating in the rail transport and energy industry, is no exception to this norm. This company, which will be used as the case example in this thesis, is being brought to bay in terms of engaging in CSR practices and practicing business with high ethics. It is surely not a negatively conceived phenomenon that CSR is being put on a pedestal – quite the opposite. Instead of corporations practicing CSR only to meet their stakeholder requirements through practicing window dressing, many corporations actually strive to benefit from the practice of corporate social business. In addition to bringing benefit to externals a corporation such as Alstom itself can benefit from being involved in CSR. The purpose of this thesis is to evaluate the current strategic values and the future perspectives of CSR at Alstom and moreover the added value which the practice of CSR could bring Alstom as a business. A set of perspectives from a futures studies viewpoint is looked at, with critical examination of the company’s current corporate practices as well as the CSR related studies and theories written for corporations. Through this, some solutions and practices will be suggested to Alstom in order for it to fully utilize the potential of corporate social business and the value it can bring in the most probable futures that the company is expected to face. By utilizing the Soft Systems Methodology (SSM), a method mainly used in organizations to solve problematic issues in management and policy contexts, a process is developed to see what improvements could be of help in improving Alstom and its way towards involving CSR in its business practices even more than it currently does. Alstom is already deeply involved in the practicing of CSR and its vision has a strong emphasis on this popular concept of today. In order to stay in the game and to use CSR as a competitive advantage to the company, Alstom ought to embed corporate social practices even deeper in its organizational culture by using them as a tool to reduce risk and costs, increasing employee commitment and customer loyalty and to attract socially responsible investors, just to name a few. CSR as a concept is seen to have great potential in the future, an opportunity Alstom will not miss.

Commitment in Finnish–Japanese strategic alliances

Finnish companies have usually formed a strategic alliance as entry mode when entering the Japanese market. However, these strategic alliances have not been studied in a general level and it remains unknown, what kind cooperation the Finnish companies are operating with their Japanese partners. Especially Finnish companies that aims to penetrate the Japanese market are eager to know more about this. The recent studies on topic have focused on a single industry or company and that is why more general level study was needed. The purpose of this study is to analyze types of Finnish–Japanese strategic alliances from the Finnish point of view. The analysis is conducted by answering the questions what strategic alliance types appear in the strategic alliances between Japanese and Finnish companies, and how commitment affects strategic alliance type. This study also examines how committed Finnish–Japanese strategic alliances are. In this study multiple case study was selected as research method. The data is collected by interviewing six representative of Finnish companies in Japan individually. Multiple case study was chosen for this study, because this study is interested in the topic in general level and this research method is suitable for this kind of research. From the interviews common attributes were pointed out and from them the big picture of the topic was created. Types of strategic alliances were determined by using previous literature on that topic. Two different types of strategic alliance were discovered: supplier alliance which is the most common one and learning alliance. The commitment of strategic alliance was measured visually by utilizing a figure that was modified for this study.The figure is originally based on earlier studies on strategic alliance types and their connection to ownership and commitment. By utilizing the figure it was noticed that commitment affects strategic alliance types: the more there is commitment involved, the more there is cooperation. Finnish–Japanese strategic alliances are not very committed despite they have existed for a long time. However, there is potential to be more committed. That is why Finnish companies should increase the commitment and attract the partners to develop the strategic alliances, because it would possible increase competitive advantage. This would be beneficial to all members within the strategic alliance.