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PART I: EMPIRICAL EVIDENCE Chapter 1. Empirical Studies: Alliances in Fast Complete Adapting Countries. Chapter 2. Empirical Studies: Alliances in Medium Complete Adapting Countries. PART II: DISCUSSION AND CONCLUSIONS Chapter 3. Discussion and analysis. Chapter 4. Research Outcome and Related Studies. Chapter 5. Conclusions. Chapter 6. Strategies in Emerging Markets and Implications of the Study.