A key criterion that makes a firm choose 'to ally' is:
A) the shortage of critical resources within the current reach of the firm
B) its orientation towards marketing to non-customers
C) its strategic foresight
D) both its orientation towards marketing to non-customers and its strategic foresight

Question

Quizplus · Accepted Answer

A shortage of critical resources often prompts a firm to form alliances. This could be due to the limitations of the firm's current reach, which means it needs to partner with others possessing different resources or capabilities. While B and C are important considerations, they do not fully capture the primary motivation behind entering into an alliance. D may be partly true, but A is necessary regardless of a firm's orientation towards marketing or its strategic foresight.

A Key Criterion That Makes a Firm Choose 'To Ally