DECISION-MAKING ABOUT CREATING AND SUSTAINING STRATEGIC ALLIANCES IN GLOBAL ECONOMY

In current international economy, the more and more attention is paid to the quantity but mainly to the quality of business relations. It is therefore no surprise that in today's global economy the new trend of business environment is the collaboration. The success of every company is based on its cooperation strategy. Thanks to coexistence companies can use shared environment (to combine sources, create common results, use benefits, etc) to gain an edge on the market. Strategic alliances, as one type of cooperation, are the efficient tool for creating long-term sustainability of the company. The focus of this paper is to analyse the environment of strategic alliances. The reason why we decided to choose this area of research problematics is the general known assumption that the company which does not have implemented an efficient working strategy cannot be successful in current competitive world. After discussing theoretical background of strategic alliances authors suggest the decision-making model for creating and sustaining a strategic alliance. The model is based on the idea that when evaluating an alliance, it is not important how long does it last, but the most important fact is whether it fulfils expectations from partners are met. Except for this, authors also define problem areas in creating and efficient working of these alliances. By applying the proposed model there is an assumption of creating the synergy, synergistic effect and increased competitiveness of the company.