To understand why alliances are a necessity and not just a fad or a fashion. you first have to understand why globalization makes them essential as vehicles for customer-oriented value.
The explanation begins with a central, demonstrable fact: the convergence of consumer
needs and preferences. Whatever their nationality. consumers in the Triad increasingly
receive the same information, seek the same kinds of life-styles, and desire the same
kinds of products. They all want the best products available, at the lowest prices