Technological alliances & Marketing alliances are two of the most common forms of alliances. Technological alliances refer to business alliances that cooperate in research and development, engineering, and manufacturing. Research-and development alliances often bring together entrepreneurial firms with specific technical skills and larger, more mature firms with experience in development and marketing.
Marketing alliances typically match a company with distribution system with a company that has a product to sell in order to increase sales of a product or service.
Both technological and marketing alliances allow firms to focus on their specific area of expertise and partner with others to fill their expertise gaps. This approach is particularly attractive to entrepreneurial firms, which often don’t have the financial resources or time to develop all the competencies they need to bring final products to market quickly.