M.B.A. / The currently available literature regarding Strategic Alliances, (SA's), is vast and fragmented, based on differing views, perspectives and academic bases. The literature certainly suggests, as a common theme, the importance of partnering type relationships as becoming more and more important as a source of competitive advantage as markets become more uncertain and risky and as finns battle to acquire all the resources necessary to compete effectively for the future in an industry. While rends have shown a huge increase in the number of SA formations, studies have also shown that many of these alliances fail. A commonly cited reason for alliance failure is that SA's are not understood properly upfront in terms of exactly what an alliance is and what it can do in terms of the alliance value creation logic. Lack of trust is another commonly cited reason for failure of SA's. The aim of this research was to establish the feasibility of the SA concept in terms of...