Strategic Alliance Demand Cognition Mechanism

As the proposal of strategic alliances, research about strategic alliances develops widely in both academic and business circle. Many international scholars have made majority theorical and empirical contribution to strategic alliance field, including strategy theory, motivation, and strategic governance and performance factors.In this paper, on basis of previous strategic alliances dynamic mechanism model based on value net, K variables in the mechanism has been theorically and empirically discussed and developed from the dimensions of suppliers and customers. Based on the strategic alliances mechanism model, strategic alliance to further deepening variable K, this paper put forward a strategic alliance cognitive mechanism, and discuss the strategic alliance motives from the view of strategic cognitive. Meanwhile, manufacturers of computer and peripherals industry in the four sub-scale companies - Hewlett-Packard, IBM, Dell and Lenovo's 2000 to 2008, 87 cases of strategic alliances were summarized, and strategic alliance demand cognition degree are empirically proved from the supplier and customer dimensions. The results show that the current business situation of enterprises has no relationship with their business demand cognition of strategic alliance; business accounted for the weight of the overall business, business relationship will increase the business demand cognition of the strategic alliance; business diversity goals will decrease business demand cognition of the strategic alliance.Domestic strategic alliance on the main research has focused on theoretical research, there is little empirical research. The innovation of this paper is that from the perspective of the dynamics of a strategic alliance to further tap the micro-motives, and validated the strategic alliances demand cognition mechanisms by empirical research.