The article explores how strategic alliances in emerging markets are formed and influenced by market and environmental factors. It shows that firms with strong networks are more likely to succeed in alliances. The level of internationalization of a firm and its market also play a significant role in the success of alliances. The pace of adaptation in Eastern and Central Europe countries affects the journey of alliances. Additionally, alliances help firms defend and strengthen existing networks, build new ones, and penetrate partners' networks. It is challenging to determine whether alliances lead to success or are a result of successful networks.