Firms in multiple sectors are incorporating information technology (IT) partners to gain digital capabilities, improve their operations, and offer new value propositions. The deployment of digitalization in well‐established firms from traditional sectors enables the creation of specific strategic alliances (concentric) with IT providers. However, establishing these particular strategic alliances with an IT provider raises tensions and reconsiderations both at the internal level and within the alliance as a consequence of the profound organizational challenges that both digitalization and a strategic alliance imply. This study analyzes how digitalization influences the emergence of these new strategic alliances, highlighting the process and key factors that have contributed to its success at our unit of study in the retailing sector.
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Galera‐Zarco et al. (2020) studied this question.
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