The Trust Mechanism Of Non-equity Strategic Alliance

Since 1980's, great changes have taken place in global economic situation because of the economical globalization, collectivization of region economic, enhancement of international division of labor and rapid development of technologies. The competitive environment that enterprises have to face shows the character of uncertainty. Under the strong competitive pressure, enterprises especially Multinational Companies have to adjust the competitive relationship among the companies from the strategic point of view. They have turned to collaborative competition from opposability competition. As one of the most important forms of collaborative and measures of strengthen the competitive advantage, Strategic Alliance has attracted the popular attention of economics field and management field. Strategic Alliance is one of the middle organization forms between enterprises and markets. Non-equity Strategic Alliance (NESA), as one of the most important Strategic Alliance classification, is loosely coupled and agile based on the restriction and coordination by contract. NESA shows the essential character of Strategic Alliance because its emphasis is put on the collaboration and privities of relative enterprises. Because of the existence of environmental uncertainty and alliance's fragility, NESA should put emphasis on and rely on trust mechanism to ensure steady development of alliance. This paper systematically analyzes the economic motives and the type, character,connotation of Strategic Alliance. On the base of it, the trust mechanism of NESA is analyzed: Firstly, it identifies the trust from different point of view. After construing the importance of the mutual trust in NESA, it explains several influence elements in detail, and the method of fuzzy comprehensive evaluation is used to introduce the trust degree. The game theory is used in this paper to research the trust mechanism in NESA. IN the condition of complete information, the "prisoners' dilemma" model is employed and the KMRW model is employed in the incomplete information game. Based on the researches mentioned above, the author expects to direct and help Chinese enterprises to establish NESA and the trust mechanism in the NESA under the changing environment and improve their competitive advantages.