“…I n industries with fast-changing technologies, strategic alliances are primary in product innovation (Visnjic et al, 2016), value creation and competitive advantage (Gomes et al, 2011;Torres-Barreto et al, 2016). Collaborative product innovation strategies and R&D cross-fertilisation (Faems et al, 2005;Cloodt et al, 2006;Colombo and Rabbiosi, 2014) enable firms to modify or develop new products to meet continuously changing customer needs and preferences (Utterback and Abernathy, 1975;Krzeminska and Eckert, 2016).…”