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Alliances
by Ard-Pieter de Man
Published: 2023
Recommended by Books of the Channel
Categories: go to market, leadership, partnerships
Why should you read it?
This book fills a gap that most "channel" or "ecosystem" books skip: the strategic backbone behind alliances. If you've ever had to explain the difference between a tactical co-sell motion and a long-term strategic partnership, or had to build a governance model, set up a steering committee or justify alliance investments… this is your book! It's especially useful for partner professionals working on joint ventures, co-innovation, cross-border partnerships and industry alliances, not just reseller models.
What is the book about?
"Alliances" dives deep into the theory and practice of strategic partnerships, from why companies form alliances, to how they structure, govern, and evolve them. Ard-Pieter de Man, a professor and long-time researcher on the topic, draws on academic studies and real-world cases to explain what makes alliances succeed or fail. It's not a light read, this is the most structured and academically grounded book on alliances you're likely to find… but it's full of models, insights, and practical guidance for anyone designing or managing partnerships at scale.
Best takeaway
This quote summarizes the key learning from the book: "Alliances are not marriages. They are not forever, and they are not based on love." It's a good reminder that alliances are business instruments and they need structure, review and sometimes even exit plans. De Man argues for clear governance, measurable value creation and strategic alignment, not just good intentions or handshakes.
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