Perceived Risk, And Strategic Alliances Mode Interaction Mechanism

As the fast access to up-to-date technology and the critical market competition, strategic alliance has become an important organization structure and market competitions have also been transformed from companies to alliances. However, strategic alliance is very difficult to run, because not only cooperation but also competitions exist in it. Therefore, it is becoming the hot topic in the practice and the academia.The research of the strategic alliance mode belongs to the issue of alliance management. Many scholars pay their attention to the types of the strategic alliance, mainly because strategic alliance structuring are multiple and complex. However, strategic alliance mode has strong correlations with the performance. So the research of the choices of strategic alliance mode has more important significance. The purpose of this paper is to study the preference of the strategic alliance mode. It is one of the key points for alliance forming. Studying on this can provide some theory base for the decision of strategic alliance mode choice.According to the literature analysis, this paper believe the essence of strategic alliance Selecting is risk prevention. risk prevention basic on the cognition of the potential operating risk, As a result of limited rationality, the probability of risk generation and the degree of risk harming both are uncertain to decision-maker, so it is perception risk. The perception risk it's a behavior that according to the recognition of possible risk after decision to decide how to makes the effective decision-making. If decision-maker aware of perception risk, he must make out reactions to avoid it happen. Connect to strategic alliance, the reactions is Strategic Alliance mode selection. The perception risk split into perception relational risk and perception performance risk. Different Combination Evaluation of perception risk decided the enterprise chooses the different strategic alliance mode, so it's decision-maker's preference of strategic alliance mode selection. Lastly, the paper summarized the conclusions, limitation of this paper and the prospects of the future research.