Abstract

The formation of strategic alliances amongst organisations has grown in recent years as globalisation has opened new markets for firms to pursue. It is of ever-increasing importance that organisations have a thorough understanding of the performance of their alliance to achieve competitive advantage. However, much research on strategic alliance has focused on examining the organisations within the alliance rather than focusing on the alliance itself. Using the new discipline of business analytics, this paper proposes a hierarchical model blending the functional roles of business analytics with data standardisation and context mediation frameworks to allow business analytics to be applied to horizontal strategic alliances with the aim of producing valid, alliance-wide strategic options. A proof of concept whereby the proposed model is theoretically applied to a real-life alliance in the airline industry is given, demonstrating how the model generates insight at the alliance level at each of the model's five levels.

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