Strategic alliances are important because they allow the purchaser and the supplier to form a relationship in which both can pursue specific business objectives in a mutually beneficial relationship. These defined business objectives are a critical factor in determining whether the alliance will be a success or failure. All of the time to be invested in the relationship by both parties must be directed by those objectives which initially formed the alliance. Purchaser and supplier expectations will be shaped by the alliance objectives and will be further refined to provide milestone performance measurements. Most importantly, the alliance objectives must be modified and updated to reflect changes in both the purchaser's and supplier's market environment.
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