Strategic alliances share the risk of expansion, bring together complementary skills, facilitate entry into a new market, and can set technological standards. However, the partners risk loss of control over proprietary know-how, they must learn to work together in a cooperative fashion, and they must share any profits they earn. To exploit the benefits and minimize the risks, firms should choose a partner wisely, ensuring that the partner is trustworthy, has a common vision, and has complementary skills. To reduce the potential for loss of control, the company should consider walling off the technology, writing contractual safeguards, use cross-licensing agreements to exchange skills, and ask for a credible commitment in advance. Finally, bringing the two firms together is a significant challenge, and can be eased if managers are sensitive to cultural differences, if they build interpersonal relationships across company boundaries, and if they look for opportunities for mutual learning and benefit.