Second,appropriate measures of alliance performance and underlying success factors may change dramatically over the life of an alliance. Third,there Is often a serious tradeoff between giving local autonomy to an alliance and integrating into a parent's global strategy. Fourth,the structure and substance of collaboration needs to change in response to change in the external environment and in the capabilities and goals of the partners. Final,different sets of factors drive collaboration in marketing, research,and manufacturing,even though the success of collaboration in one functional area often depends on that in another.7 ¾ Second, appropriate measures of alliance performance and underlying success factors may change dramatically over the life of an alliance. ¾ Third, there Is often a serious tradeoff between giving local autonomy to an alliance and integrating into a parent’s global strategy. ¾ Fourth, the structure and substance of collaboration needs to change in response to change in the external environment and in the capabilities and goals of the partners. ¾ Final, different sets of factors drive collaboration in marketing, research, and manufacturing, even though the success of collaboration in one functional area often depends on that in another