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Cultural and creative industries are gaining importance in Western economies. In these industries, as in several other business sectors, micro-firms, i.e., firms that employ fewer than ten employees, are the predominant firm type. As these industries have become an integral part of most economies, the literature has started to explore the strategic behavior of cultural and creative microfirms. Although micro-firms are characterized by certain specificities that can affect how likely they are to engage in external relationships, there is a dearth of knowledge concerning collaboration through strategic alliances in this specific context. Seeking to advance the understanding of partnerships between micro-firms in cultural and creative industries, the purpose of this article is to reveal the specific motives for engaging in strategic alliances in this context. In doing so, we focus on six case studies of strategic alliances between micro-firms in cultural and creative industries in France. Our results show that strategic alliances involving creative micro-firms seek the reduction of overspecialization, target a high degree of quality of life and pleasure at work, and are envisaged only if there is trust and mutual support among the partners. Moreover, opportunism and necessity motivations guide the creative micro-firms' decision to enter strategic alliances.

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