engleski

STRATEGIC ALLIANCES: CASE OF CROATIAN COMPANIES

Strategic partnerships are today one of the fastest-growing trends in the world industry. Alliances are becoming more and more important and play an increasingly important role in the business of the participating companies but become an important factor in the global economy. One of the key elements for creating a strategic alliance is the choice of partners because the organization itself will depend to a large extent on it. For the quality of the relationship between the participants in the alliance, it is very important to balance the mutual contributions so that there will not be situations in which one of the participants can dominate the other. Strategic alliances have become attractive tools for bridging the gap in technology and resources. In more and more companies, especially in fast- changing industries, strategic alliances become an integral part of the main strategy. At present, strategic alliances are an important form of connectivity and collaboration between companies. Enterprises operate in a turbulent environment, oftenlacking enough resources, knowledge, or financial resources to only take certain business operations, so connecting with another enterprise imposes the optimal solution. An important notion of strategic alliances is synergy. By working together in the alliance, companies must achieve greater benefits and better results than they could alone. Otherwise, the alliance is not successful and strategic linking makes no sense. Strategic connectivity in Croatia is not sufficiently developed. The paper discusses the motives for joining strategic alliances. The focus is on the Croatian market and the importance of strategic alliances for the opening of the European market and the strengthening of the position in this area.

Strategic alliances, Organization, Management,

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