A business partner or alliance can be crucial for businesses. However, businesses can not choose business partners in any way they want. In many instances, the potential partner might not be interested in forming a business relationship, also known as business mating. It is important that both sides of the agreement complement each other, but also that there are some common ground. For example in management style, mindset, and also technology. If, for example, management style would be too different between the firms then a partnership could be problematic. Kask and Linton (2013)  investigate under what conditions business mating (formation) takes place for startup firms seeking business partners.