The globalization stimulates the revolution of market since 1980 in terms of politics, society, culture, technology, and economics. A firm may ally with others owing to strategic reasons and attempt to turn competitors to partners. This research proposes the following research questions: (1) can companies merely focus on service exchange and resource sharing? and (2) how to allocate the generated benefit in alliance? We propose a novel concept of service alliance that allows the company which is efficient and has great ability in a particular service. In this situation, the synergy of service alliance will be enlarged. Shapley value also helps companies identify the contribution fairly. In addition to fairly distribution the profit from Shapley value viewpoint, resource-based theory can be also used to consider the synergy of service alliance. In summary, we consider increasing the usability of recourses may result in a competitive environment.
19th Americas Conference on Information Systems (AMCIS), 6p.