Before we can comment on the alliance lifecycle, we need to have an expertise of what alliances are, of why to companion, of what is within the alliance spectrum and also of that partnerships can fail. Especially after the last post, the question may aclimb on exactly how to companion through the best opportunities for success. Founding an alliance management feature through sustaining umbrella procedure and also devices will help boost alliance success.

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The alliance lifecycle is a process, or structured technique, for alliances. It is the roadmap that your organization deserve to follow to produce successful alliances. Most alliance life cycles are similar. But often they are not the exact same given that they change to the company that’s making use of the lifecycle.

Alliance lifecycle framework

In their freshly publimelted “Handbook of Alliance Management” the Association of Strategic Alliance Professionals (ASAP) defines a seven-step alliance lifecycle framework. This framework is the result of the unified best techniques for alliance success from the members of the association.

Seven procedures for alliance succes

The framework identifies the following salso procedures for alliance success:


Set the alliance specific strategyPartner analysis & selectionBuilding trust & worth creating negotiationOperational planningAlliance structuring & governanceLaunching & managementTranscreate, Innovate or Exit

Different models

Several companies use their own design that fits the company’s method of working. A big electronics firm in Europe offers, for circumstances, a slightly different 6-step version. Here procedures 4 and 5 integrate into one action. Also, Cisco’s model, as described in Stalso Steinhilber’s book “Strategic Alliances: Three Ways to Make Them Work”, is a 6-step lifecycle, however aacquire slightly various.

Different sizes and also approaches

These large carriers have the bandwidth to develop a separate alliance monitoring department. They can asauthorize sepaprice alliance supervisors to control their alliances. They additionally require a comprehensive frame process. This means you have the right to ensure that you involve all stakeholders in the company. The size and also structure of the company demand also a solid procedure. A smaller company may not be able to use a procedure in such an extensive means. They most likely also don’t have the have to apply an extensive procedure. However before, the trap for smaller suppliers is that they will jump in as well opportunistically and produce ad hoc partnerships. As we have actually read prior to, these ad hoc partnerships are on the wrong side of the 80% rule. Hence, likewise smaller sized suppliers better follow a frame procedure to encertain success.

An alliance lifecycle structure is a toolbox

An alliance lifecycle structure have the right to best be viewed as a toolbox. Eextremely action in the lifecycle will certainly have actually its sub-procedures supported by devices based upon best techniques. Smaller companies through a demand also for a more lightweight and also agile framework deserve to as such usage the very same framework as the large organizations execute, but, apply a various selection of devices much better suited to their situation.

PhasesThe Alliance Specific Strategy phase

For circumstances, in the first phase, Alliance Specific Strategy, you will certainly collection the business conmessage, align through tactics, think about the worth proplace, and make the standard decision of whether you have to do it yourself, acquire another firm, or develop a strategic alliance for the opportunity you have actually in mind. The option to gain one more agency may not be obtainable at all for a smaller sized agency. Perhaps right here the only option is to companion, or not go after the possibility at all. Thus the decision tree will certainly be shorter for a smaller sized than for a bigger company.

Still, you must look at the Strategic Rationale as the initially phase defines the why of an alliance, the strategic conmessage and the factor for being in a partnership. This is a fundamental action in the framework that might recognize the success of your alliance. When alliances are created for the wrong factor, it is much harder to keep them healthy and balanced and also successful.

The Analysis and also Selection phase

The Analysis and Selection phase is about Partner Selection. For a bigger organization, this may include a procedure of producing a long list that filters dvery own to a shortlist of potential partners. Smaller institutions will certainly frequently only have actually a shortlist or maybe also a solitary partner to address. Partners via business principles regularly technique carriers. In these instances, it still provides sense to go earlier to phase one and also determine if the chance fits through your strategy.

Partner selection likewise requirements to be applied, possibly not in the feeling of finding various other partners to add to your list, however absolutely in the sense of assessing if this is indeed the ideal partner via the right fit for your difficulties.

The arranging an alliance phases

The next three phases of the alliance lifecycle are all about organizing an alliance. They will certainly be distinctive phases for big companies however could blfinish together in one phase for smaller organizations. Building trust and also worth producing negotiation is about the development of the alliance. Work to construct trust via your companion and develop an alliance wbelow the worths of both partners are respected and also each strategic vision is stood for. This phase frequently outcomes in a “letter of intent” or a “memorandum of understanding” and is the outcome of a high-level negotiation prior to the actual contract is developed.

The Operational planning phase

In the Operational planning phase, the two partners will jointly create an operational setup that will certainly lead the day to day procedure of the alliance. The Alliance Structuring and also Governance phase has actually its focus on creating the governance framework and the organizational and also legal frameworks. This phase will usually be concluded via a contract that is based upon the job-related done in the previous phases.

Launching and Managing phase

Wright here the previous phases might have taken weeks to months to finish, the next phase in the lifecycle is the Launching and also Managing phase and also may take numerous years for successful strategic alliances. This is all around alliance procedure, the simply establimelted service partnership is in execution.

The Transcreate, Innovate or Exit gracetotally phase

The next phase Transcreate, Innovate or Exit gracecompletely is in the ASAP alliance lifecycle displayed as a distinctive phase. It is however often quite difficult to expush the minute you are relocating with your alliance from an operational phase to a shift phase. The jobs defined in the last stage need to be component of the recurring alliance administration of an alliance. The measurement of progress and the examine on continued alignment with the partners strategic intent, it all demands to be done on an recurring basis while the alliance is in operation. Only then deserve to an alliance transform into a healthy brand-new develop or form, or deserve to be exited gracecompletely.

Transition of an alliance

Transition of an alliance is not necessarily termicountry. Alliances have the right to respecify themselves or transform via brand-new strategic intent. Sooner or later on eextremely alliance will reach a transition allude. The alliance may have actually offered its objective. Conditions might change for a companion, markets might opportunity. With any type of of these instances, an alliance reaches a transition point. Transition, in this instance, is regularly even more than simply a termination. After the transition, an alliance have the right to continue in an readjusted format.

The Senseo alliance

In the Senseo alliance, Philips and also Sara Lee show up to have got to a transition allude when the Sara Lee organization chose to split the company into two separate publicly traded suppliers by early on 2012. One of the carriers would certainly be concentrating on the foodcompany business of Sara Lee while the various other would emphasis on coming to be a coffee and also tea company with brands such as Senseo, Douwe Egberts, and Pickwick. With this adjust in the business for Sara Lee, the Senseo alliance with Philips ended up being of a various prominence for the coffee company of Sara Lee. It was no longer one of many type of brands, but within the narrowed agency focus it ended up being among the few significant brands.


On Jan 26, 2012, Philips and Sara Lee announced to have renegotiated the Senseo alliance and signed a brand-new contract that will run via 2020. In the brand-new contract, Philips will move its 50% ownership in the Senseo brand also to Sara Lee. The press coverage around the announcement Sara Lee Executive Chairman Jan Bennink quoted that the future of the coffee business would be concentrated on a strategy focussing on the Senseo coffee pad machine. This alliance shows up to have actually reached a change point.


We may assume that throughout the renegotiation and also transition of the Senseo alliance, the partnership continued based on the earlier agreements. Both the coffee makers and coffee ongoing to be accessible in store within the old context. The customer just noticed the new alliance after the announcement had been made. The alliance administration phase proceeds while the change is in procedure.

The alliance lifecycle as a sequential process

Even though the alliance lifecycle is pictured as a sequential process, it is not constantly operated this means. When your alliance reaches a transition suggest where you feel that tright here is still future for the alliance, yet not under the existing conditions, you may move from an operational phase to a formation phase to negotiate and also set a new agreement. In general, however, it is good to follow the measures in order. Otherwise you might uncover that eventually, you will need to go back to the previously actions that you have skipped. For instance, it frequently happens that other suppliers through a partnering proposal approach your agency, or you meet someone at a networking event and feel that your two suppliers should companion. In truth, you are already in partner selection, while the essential decision points of the strategic rationale have actually not been evaluated.

If you in such a situation omit evaluating the decision points from the earlier measures, you may end up via an alliance that looks promising at the moment of signing the contract. But, it might fail in the time of execution for reasons that can have been prevented.

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An umbrella for developing alliances

The alliance lifecycle-based procedure is an umbrella for developing partnerships. Eincredibly alliance is different, eincredibly companion will certainly be different, and also eextremely worth proplace will be different. It is imperative to look for yourself at the steps in the alliance lifecycle and also apply them pragmatically. If you are creating a new alliance through a companion where you already have an existing partnership in location, it may be redundant to inspect if the partner firm fits through your agency. It still provides sense though to evaluate if the partner agency is the best companion for the new chance.

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