Benjamin Gomes-Casseres is a professor at Brandeis University's Graduate School of International Economics and Finance, and author of "The Alliance Revolution: The New Shape of Business Rivalry" (Harvard University Press, 1996). He is a frequent speaker at executive education seminars and conferences and a consultant to major companies in the United States and abroad. He holds a D.B.A. from the Harvard Business School, where he was on the faculty for 10 years. This article is based on his book.