How can partners in an alliance exchange skills and technologies so that each has a chance at equitable gain? meet face-to-face with senior managers before agreeing to the alliance wall off sensitive information use cross-licensing agreements increase opportunism Why do critics discount the advantages of strategic alliances? They give competitors low-cost routes to new markets. They limit the number of global alliances a firm can make. They create too significant of a competive advantage that others cannot compete against. There is imited access to new technology How would a company entering an unfamiliar foreign market benefit from a strategic alliance with a competitor? better control of fixed costs access to the competitor's connections in the market. tighter control over the development of new products better understanding of technological standards What advantage does setting up a wholly-owned subsidiary have over other methods of entering foreign markets? fewer problems in bullding a new culture tighter control of the company's unique advantage increased scale economies less capital outlay