The Elements That Determine The Success Of The Strategic Allies In "New Normal"

UÇAKTÜRK A., Bekmezci M., Ucakturk T.

8th International Strategic Management Conference, Barcelona, Spain, 21 - 23 June 2012, vol.58, pp.1618-1627 identifier

  • Publication Type: Conference Paper / Full Text
  • Volume: 58
  • Doi Number: 10.1016/j.sbspro.2012.09.1149
  • City: Barcelona
  • Country: Spain
  • Page Numbers: pp.1618-1627
  • Çanakkale Onsekiz Mart University Affiliated: Yes


"New Normal" is a term which is used to define and name the new form and shape that has come into existence due to the fact that the ways of doing business has radically changed as a result of globalization's forming its own organizations in the development process of technology by keeping away from the crises. The economy elite in the world is now discussing about a new order which is directed to the human needs and is more convenient and about a more creative capitalism, and about mechanisms that has become more social and that provides balances with organizations within the countries or with supranational organizations. In the new global system in which more risk will be taken and more precaution will be needed, the "new normal" contains and involves a supervisory measure which is rather regulative. Now the rules of "new normal"ization are being discussed instead of the old standards and systems. In the present era through which we are passing, enterprises have various responsibilities and duties in order to provide the necessary compliance for the state of affairs and in finding solutions for the conflicts. And these are mainly made up of finding answers to the questions with respect to competition, market, technology, and human beings; and at the same time it is necessary that the enterprise should find new ways for its capacity of change and for expanding in the market and for improving. The Strategic cooperation and agreements of organizations and corporate bodies ( companies) and sharing knowledge and experience in the new normal are an answer to the indefiniteness brought about by the new normal and to the new form of relationships. When this new approach and constructive management style are implemented, they seem to be one of the most important tools on the way to success in today's world. Those corporations which will be able to establish strategic alliance and be skillful in the management of strategic alliance will have a distinctive feature in comparison to those corporations which will not be able to that. This study aims at finding what the "new normal" brings about and at analyzing the strategic alliance and agreements by scrutinizing them, and it aims, at the same time, at emphasizing the factors that play important roles in the success of those strategies.