FORMATION OF STRATEGIC ALLIANCES AS A FACTOR IN IMPROVING THE PERFORMANCE OF COMPANIES
Today, the idea of combining companies to create new opportunities is becoming popular. This global trend, on the one hand, leads to the monopolization of the market, but on the other hand, to its differentiation through the qualitative improvement of products. Companies are looking to create ecosystems of different scales around them to keep customers inside. Alone, few companies are ready to deploy such networks, it is very risky and the consequences can be great if they fail. In this case, strategic alliances come to the rescue. Currently, they have become a significant force that can influence the position of companies in the market. Strategic alliances are characterized by their flexibility. They can be integrated into almost any business area. They allow you to quickly and cheaply implement a global strategy. That is why they are one of the most promising forms of business integration in the 21st century.