Question: Several notable firms, including Eli Lilly, HP , Procter & Gamble, and IBM, each wish to become the alliance partner of choice for small technology

Several notable firms, including Eli Lilly, HP, Procter & Gamble, and IBM, each wish to become the alliance partner of choice for small technology ventures, colleges, and inventors. They each know that ________ is a necessary and critical element for an alliance to be a success.

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