Cullen, John B.; Johnson, Jean L.; Sakano, Tomoaki - In: Journal of World Business 35 (2000) 3, pp. 223-240
This article argues that the success of international strategic alliances requires attention not only to the hard side of alliance management (e.g., financial issues and other operational issues) but, also, to the soft side. The soft side refers to the development and management of relationship...