A Strategic Alliance for e-Commerce Companies: Guidelines of Alliance Process

전자상거래 기업의 전략적 제휴에 관한 연구: 제휴과정의 가이드라인

Business environment for e-commerce companies have been rapidly changed for the last several yens and they have found out that strategic alliance as one of the important and practical means to cope with the dynamic environment. Despite the increasing number of e-commerce company's strategic alliances during last several years, there have been few studies made on strategic alliance which reflect the e-commerce company's uniqueness： dynamism, time to market, If-based business, etc. In order to reflect this uniqueness, we attempt to derive guidelines of alliance process for e-commerce companies in three aspects： 1) resource system analysis, 2) value chain analysis, and 3) If-based strategic alliance implementation and management. Finally, we propose the integrated process of strategic alliance for e-commerce companies including those proposed guidelines.