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and market entry related motives as this was one of the reasons with the greatest consensus in the study. The ability to keep up with the standards in the market is also key because customers expect the same if not better services when transiting from one destination to the next. Through alliances, firms can increase their market power in order to gain a competitive position in their market, thus alliances as a strategy helps firms reduce competition. The study also indicates that the success of any alliance rest on the management ability to manage the alliance. A well-managed alliance is able to grow and attract more organizations into the alliance. Employee commitment and understanding of the need for the alliance is also key to the success of any alliance. Management should ensure before entering into any alliance the Political, economic, social, technological and legal factors are carefully looked at to ensure that the alliance prospers.
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