We could say that in the case of the alliances (unlike which happens when we spoke of partners) all the companies that comprise of her share so much the risk as the responsibility to take ahead the mission in equality of conditions or, at least, in the proportion to its real participation in the business. The most typical case of this type of coalition occurs when it is necessary to open or to create markets in which, although the gains can be enormous, also are it the necessary investments and the assumed risks, which makes that a single company, by great that is, cannot assume it. Another type of alliance or coalition we found it when several competitors need to put themselves in agreement to solve a problem that affects to them to all in its business, and which if they tried to solve each one by their account would assume a risk or costs too many high ones. In this case, the alliance between all facilitates to create a market in which later everyone will develop its concrete strategies to catch most possible one. Indeed when one is very innovating models is when the alliances can be more useful, since they reduce the assumed risk.