The objective of this paper is to study the alliances contribution for companies longevity, having as object a field almost forgotten by management, the circus organizations. Despite the economic and symbolic importance, the sector is poorly studied from a view point of their management practices. In this sense, the problem proposed is to identify the extent to which the researched organizations realize alliances that generate competitive benefits. The research focus is partnerships with licensed brand icons of the Brazilian children's entertainment, as Patati Patatá, Lottie Dottie Chicken and Monica's Gang. A secondary objective sought to generate suggestions for future research on the circus, reason why the theoretical framework on organizational alliances was prepared in a broad perspective, consistent with the early stage of scientific production at segment. Methodologically, a qualitative approach was adopted, based on interviews in three Southeast Brazilian large circuses. Information was worked through discourse analysis. The case studies showed that alliances are a source of value for providing performance gains in the economic, competitive differentiation, and development of adaptive capacity, denoted by an opportunism sense, emerged from partnerships. Another important finding concerns the presence of old alliances in everyday circuses. Paths for future academic efforts were also mentioned on: 1. organizational existence modes of circus; 2. organizational boundaries fluidity and extent; 3. subordination relationship and power games between the involved parties, with emphasis on ambivalence generated by alliances, expressed by the paradox of flexibility conquest versus competitive constraint; 4. social ties influence both in alliances selection and in their coordination; 5. contractual relations in circus industry; 6. a depth identification of shared resources. Finally, it's required to point out that findings raised can not be generalized, due to the investigated population cut.
Strategic aliances; Circuses; Partnerships; Circus organizations; Family entertainment
