Journal of Advertising and Sales Management

Journal of Advertising and Sales Management

Prioritizing the Factors Influencing the Sustainability of Strategic Alliances

Authors
Ata Harandi 1
Mahla Yasini 2
1 Assistant Prof., Department of Strategy and Business Policy, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.
2 MSc. Student, Department of Strategy and Business Policy, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran
10.22034/asm.2026.2084501.3497
Abstract
The main objective of this study is to prioritize the factors influencing the sustainability of strategic alliances and to determine the relative weight and importance of each factor within the context of firms operating in the Science and Technology Park of the University of Tehran. In terms of purpose, this research is applied in nature. To collect the required data, following an extensive review of the literature, 19 sub-factors were identified and categorized into four main dimensions. A pairwise comparison questionnaire was then employed.
The statistical population consists of experts from firms active in the Science and Technology Park of the University of Tehran. Using purposive sampling, 30 specialists and experts with experience in their professional fields and/or in managing strategic alliances were selected. The collected data were analyzed using the Analytic Hierarchy Process (AHP), and expert judgments were aggregated through the geometric mean method.
Purpose: Strategic alliances have emerged as pivotal instruments for growth and survival within hyper-competitive industries. Despite their significance, the high failure rate of such collaborations poses formidable challenges for managers. This research aims to prioritize the factors influencing the sustainability of strategic alliances within the context of companies operating in the University of Tehran Science and Technology Park.
Method: This study is applied in terms of objective. Following a comprehensive literature review, 19 sub-categories were identified and categorized into 4 primary dimensions. Data were collected via pairwise comparison questionnaires and surveys administered to 30 experts in the field of alliance management, selected through purposive sampling. The Analytic Hierarchy Process (AHP) was employed for data analysis using Expert Choice software.
Findings: The results indicate that "Strategic Prerequisites and Partner Fit" is the most critical dimension for alliance sustainability, followed by "Relational Processes," "Governance and Structuring," and the "Macro Environment," respectively. Among the sub-indicators, "Resource Complementarity and Fit," "Partner Alignment," and "Mutual Trust and Commitment" attained the highest rankings. Furthermore, the findings reveal that structural and environmental factors, such as "Institutional and Legal Support" and "Formal Contracts," play a secondary role in maintaining these bonds compared to human and strategic factors.
Conclusion: The findings suggest that the sustainability of strategic alliances in these firms is driven more by fundamental coordination during the pre-formation stages than by legal requirements or environmental pressures. In these specific ecosystems, social capital and informal mechanisms serve as more robust guarantors for the longevity of collaborations than formal mandates.

Keywords
Analytic Hierarchy Process (AHP)
Strategic Alliances
Sustainability
University of Tehran Science and Technology Park
Subjects
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