The uncertain search for opportunities: determinants of strategic alliances

With the emergence of relationship marketing there has been an increased focus on the use of inter‐firm relationships or strategic alliances in delivering a total service package to the consumer. Despite a number of studies, there is still much to be learned about why alliances form and why they take the form they do. Based upon case based methodology this research argues that the formation of strategic alliances is a due to firms seeking out new market opportunities under conditions of increased uncertainty and competition. We integrate resource dependence views of alliance formation with those of Austrian economics and argue that alliances are a means of reducing the uncertainty that surrounds the undertaking of new market opportunities.