ALLIANCE MANAGEMENT

                 Diana Elena Ranf, Universitatea Romano-Germană, Sibiu
                  Elida Todăriţa, Universitatea Romano-Germană, Sibiu


ABSTRACT: This article wants to respond to a number of critical questions about
alliances. First of all ‘Why alliances’, than ‘What is alliance management and how
should it operate’; ‘which is the role played by an alliance manager’, “How should top
performing managers act” and finally ‘How to manage an alliance”.        Alliance
success hinges on people issue – in particular, defining roles and responsibilities and
creating the incentives to drive individual performance.

Key words: globalization, alliance managers, alliance management, strategic alliance.

JEL codes: M16