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Alliance portfolios and firms' business strategy: a content analysis approach

机译：联盟投资组合和公司的业务战略：一种内容分析方法

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Purpose - The purpose of this study is to understand in what way the business strategy of a firm operating on a global scale is linked to its alliance portfolio, from the product-market matrix of Ansoff (1957) and the resources-partners matrix of Yasuda and Iijima (2005). Design/methodology/approach - To meet this objective, the case study method was adopted, with data being obtained from interviews and documentary analysis of the selected firm/case: Borgstena Textile (BT). Findings - Based on a content analysis approach, it was possible to observe an alliance portfolio with advantages for BT and include those partnerships in the four quadrants referring to the nature of resources and partners defined by Yasuda and Iijima. In terms of growth strategy, BT simultaneously defined the typology of product-market strategies proposed by Ansoff, i.e. BT tries to use strategic alliances to execute specific business strategies. Practical implications - This research seeks to make a practical contribution, identifying the main association between the alliance portfolio and several specific firm strategies. This may allow better understanding of the composition of the alliance portfolio and, in this way, improve strategic management. This means that alliances should be managed as a whole and not in a dyadic way. Originality/value - This study is innovative because it seeks to make a contribution to the literature, from a theoretical perspective, by developing two matrixes by Ansoff (1957) and Yasuda and lijima (2005). These frameworks allow us to analyze the relationship between alliance portfolio and business strategy.
机译：目的-这项研究的目的是从Ansoff（1957）的产品-市场矩阵和Yasuda的资源-伙伴矩阵中了解在全球范围内运营的公司的业务战略以何种方式与其联盟投资组合相关联和饭岛（2005）。设计/方法/方法-为了实现此目标，采用了案例研究方法，数据来自对选定公司/案例的访谈和文献分析获得的数据：Borgstena Textile（BT）。调查结果-基于内容分析方法，可以观察到对BT具有优势的联盟产品组合，并将那些伙伴关系包括在Yasuda和Iijima定义的资源和合作伙伴性质的四个象限中。在增长战略方面，英国电信同时定义了安索夫提出的产品市场战略的类型，即英国电信试图利用战略联盟来执行特定的业务战略。实际意义-这项研究旨在做出实际贡献，确定联盟投资组合与几种特定公司策略之间的主要联系。这样可以更好地了解联盟投资组合的构成，并以此方式改善战略管理。这意味着联盟应该整体管理，而不是二分法。原创性/价值-这项研究具有创新性，因为它试图通过发展Ansoff（1957）和Yasuda and lijima（2005）的两个矩阵从理论角度为文学做出贡献。这些框架使我们能够分析联盟投资组合和业务战略之间的关系。

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