“…Alliances can be shaped by informal handshake agreements as well as formal contracts (Geyskens, Steenkamp, & Kumar, 2006;Kale & Puranam, 2013). Alliances are ultimately based on each participant's self-interest (Chang, Chen, & Lai, 2008) but can become a breeding ground for potential 'win-win' business opportunities (Taplin, 2006).…”