Strategic Alliance Magazine Q1 2018 - 14

THE MANY BENEFITS AND
CONTRIBUTIONS OF ASAP:

A Look Back and Forward from Its Earliest Leaders
Time can be a measuring stick for
gaining perspective, and as the old
saying goes, "Hindsight is 20/20."
ASAP Media caught up with some of
the early leaders in ASAP on the 20th
anniversary of the association, which
was formed in 1998. I spoke with an
early founder and first chairman of the
board, Robert Porter Lynch, CSAP,
president of the Warren Company,
and also an early European thought
leader, Ard-Pieter de Man, professor
of strategy and organization at Vrije
Universiteit in Amsterdam. The two
master orchestrators provided the
following fascinating perspective.
14
STRATEGIC ALLIANCE MAGAZINE | Q1 * 2018

By Cynthia B. Hanson
It's the 20-year anniversary of the launching of
ASAP in 1998. Is the organization today what you
envisioned it would become, and why or why not?
Robert Porter Lynch: ASAP is a remarkable organization that has evolved over the years because it listens
to its members, and they have responded wonderfully
by contributing their insights and ideas to raise the
standards of our profession. Most importantly, people
running alliances are now considered "professionals,"
not a ragged amalgam of different skills with no central
core.  This is a notable achievement. The world of alliances has grown remarkably. In the middle 1980s, many
thought alliances were just the next "flavor of the
month." By the late 1990s, alliances became an integral
part of corporate strategy. Today, alliances and partnering are accepted as an essential element, an important
part of most businesses.
However, talking alliances and doing alliances well are
two very different things. Most companies still don't do
alliances well, and they haven't discovered ASAP to
learn better methods. Unfortunately, however, after
working in the alliance world for 40 years, we still have



Table of Contents for the Digital Edition of Strategic Alliance Magazine Q1 2018

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