If the three alliance narratives are any indication of the nature of alliance life generally, one might be excused for supposing that the pursuit of a single theory is an arduous task. To suggest – as a lowest common denominator – that alliances begin, mature, and end is not exactly rocket science. Neither is this helpful to practitioners – the nature of cooperation in various stages may well differ greatly from alliance to alliance; some may never quite reach maturity but skip straight from an introductory period into decline; others may be able to overwrite this evolutionary pattern through innovation, renegotiation or by virtue of unanticipated events. Besides, the strategic and managerial implications associated with each stage are anything but straightforward.

However, despite their potential individuality and unpredictability, there is order in alliances even if it is not the kind of order that easily allows for prediction. Using the narratives as an empirical platform, this chapter will seek to illustrate that this is so. Alliance life may genuinely be one of paradox: regardless of any inconsistency, irrationality, and unpredictability on the part of human agency, its conduct remains informed by deep-seated social norms. To take a simple and relatively familiar example, in their interactions individuals will tend to rely on social rules, such as politeness. This particular social norm may differ in application depending on context but appears fairly generic in content. Being courteous seems the natural thing to do.