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　　Over the last few years, books on strategic alliances have

been in vogue -- especially ones that claim that the new economy

has overturned many old rules about self-sufficiency and

competition. That's because the new economy rewards speed and

specialization. Yet a more narrow focus on so-called core

competencies creates gaps in your operation -- gaps that need to be

filled by other ***anizati***.

Some books, most notably Co-opetition, have gone so far as to

recommend cooperative relati***hips between traditional business

rivals. No doubt, there are some who will appreciate the logic

behind the theory but still balk at the actual practice -- as well

as those who simply prefer the tried and true crush-the-enemy

approach.

But no matte***here you stand on the cooperate-conquer continuum,

two new books show you how to f***e cooperative relati***hips with

parties that have no interest in stealing market share -- nonprofit

***anizati***. Corporati*** can simultaneously enhance their

reputati*** and their bottom lines. Nonprofits stand to gain

financially, too. The increased awareness can also attract

***ers and resources.

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　　Barry J. Nalebuff is the Milton Steinbach Professor at the

Yale School of Management. Nalebuff applies game theory to business

strategy and is the co-founder of one of America's fastest-growing

companies, Honest Tea.

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