Innovating in Emerging Markets By Building Meaningful it Alliances

This research examines important firm specific characteristics for the expansion of innovative IT start-ups through strategic partnerships and affiliate networks in the emerging markets of South East (S.E.) Europe. The case of a Greek IT start-up currently seeking to expand in S.E. Europe through partnerships is investigated. The case study analysis reveals that the existence of codified knowledge and the establishment of formal systems and processes enhance successful knowledge transfer in business partnerships and contribute in alliance success. Furthermore, firms should pursue partnerships with reputable firms, while working simultaneously in developing their own reputation that will enable them to more efficiently attract potential business partners. They should also seek for partners with prior collaborative experience in order to increase the development of trust in their alliances which is a critical success factor in business partnerships. In addition, firms should build a team with a diverse academic background and business experience, in order to increase the chances for successful international partnerships. This analysis further enhances the understanding of company characteristics that better position IT startups to form meaningful and successful alliances in emerging markets. Lastly, it provides useful insights on important parameters that startups need to consider and develop in order to more efficiently form strategic partnerships.