Strategic alliances: a case study of Yerevan wine days

Strategic alliances are becoming more and more common among companies as a form of growth strategy. Considering the importance of effective formation, implementation and management of alliances, within the thesis we aim to examine the main factors that the Armenian wine companies have taken into consideration when forming the strategic alliance, and what challenges they have faced during the alliance lifecycle. In particular, our research focus was to analyze “What factors do companies find essential when forming an alliance?”; “What challenges do Armenian companies face within an alliance?”; “What steps are implemented to overcome such challenges?”. The analysis is based on a qualitative approach to explore and understand the main problem of the research. The goals and objectives are defined, qualitative data is collected through interviews and questionnaires, analysis is implemented based on the collected data, and finally, the results are summarized, and limitations and suggestions are provided. As a result, we found that having clear goals, partner compatibility, and trust are the top three factors essential for Armenian wine companies when forming an alliance.