Purpose – The purpose of this paper is to propose a framework for understanding how alliance partners interpret alliance functioning and how these interpretations shape their subsequent behaviors. Also, to discuss how interpretive schemes in cross‐national strategic alliances impact upon the...

Purpose – This paper aims to propose a framework for understanding interpartner sensemaking in cross‐national strategic alliances, and to discuss how to manage the problems arising from the cultural differences and internal tensions that are inherent in such alliances....