Alliance management in social markets in the Netherlands: outcomes of practical reflections

Abstract

Alliance management is often associated purely with enterprise and innovation in the private sector. However, it is precisely in 'social' sectors such as housing, care, welfare and education that a growing number of new alliances arebeing formed, often cutting across conventional sectors. Increasingly, they are arising between social and commercial institutions. Alliance management, including that of public-private alliances, is a logical response to the changing dominant logic in these markets and can lead to a controlled transition from a social sector to a social market.