Klein, SaulDev, Chekitan2020-11-252020-11-2519971997Klein, S., & Dev, C. (1997). Partner selection in market-driven strategic alliances. South African Journal of Business Management, 28(3), pp. 97-104. https://doi.org/10.4102/sajbm.v28i3.794https://doi.org/10.4102/sajbm.v28i3.794http://hdl.handle.net/1828/12389How should one select a strategic alliance partner? An answer to this question is provided by extending the literature on symbiotic marketing and focussing attention on market-driven strategic alliances. Such alliances are defined as long-term inter-firm co-operative relationships that add value for the customer. Value is created by providing the advantages of multiple choice purchase options coupled with the convenience of seamless, one-stop-shopping. This means paying attention to customers and competitors in selecting alliance partners. Market-driven strategic alliances are posited to be more successful when usage and firm complementarity levels are correctly matched with the alliance strategy being pursued.enArticlePeter B. Gustavson School of Business