INFLUENCE OF TA’AWUN (MUTUAL COOPERATION) IN SUSTAINING INNOVATION ALLIANCES

Companies use cooperative strategies in sustaining performance and competitive advantage. The driver behind the is mutual cooperation. There an integration inter-companies’ alliances at horizontal level. provide platforms coworking spaces for value creation innovation. This purpose of study to explore influence ta’awun (mutual cooperation) innovation alliances. used personal interview with key managerswith manual data collection analysis. results suggested that spirituality social driven on contractual arrangements main theoretical contribution spiritual cooperation through unified socialization.