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Constellation Strategy: Managing Alliance Groups
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Managing your company's goals in an alliance of 10 or more partners presents particular challenges. Managed properly, the constellation represents a real opportunity to win. Becoming part of an alliance constellation, like the airline industry's Star Alliance, can help a company compete and win. And while a constellation is, in some ways similar to a bi-lateral alliance, it also presents particular challenges. This author discusses these challenges, and some tactics that managers can use to make a constellation - and their own company's strategy - succeed.