Culture and its perception in strategic alliances : does it affect the performance? : an exploratory study into Dutch-German ventures

This exploratory study researches the fit of 6 National Culture (NC) and 6 Corporate Culture (CC) parameters in 12 Dutch-German cooperations. 24 firms were asked to verify the nature of their cultural fit and relating this perception to the perceived alliance performance. There appeared to be a strong (not necessary causal) relationship between the perception of cultural fit and the corresponding alliance performance This finding may have important implications for alliance management. Instead of its general preoccupation with strategic and operational fit among alliance partners, more attention should be paid to cultural fit. The inclusion of cultural fit indicators in the overall partner selection process might well pay off in terms of increased alliance performance