Abstract: The present invention relates to a method of conducting alliance negotiations which includes the steps of providing a benefit/cost/and market revenue framework which enables one or more potential allies to calculate a target monetary value that may be captured by one or more of said potential allies over the life of a potential alliance; using negotiation variables comprising different compensation types as well as non-financial variables, to generate potential profit target scenarios; and evaluating one or more tradeoffs between various compensation types to serve as potential negotiation proposals to a potential ally.