Glance at news releases put out by many technology companies today and you may be reminded of a phrase made famous by the poet Gertrude Stein earlier in this century: "There is no there, there." Though small Internet startups and mid-size marketeers often issue announcements telling of their so-called "strategic alliances" with major firms like Microsoft, Netscape, or IBM, the deals are often less significant than the companies touting them would have you believe. Experts caution that your company take a series of real due-diligence steps before concluding a deal to utilize technology supplied by an upstart technology firm. Relying on the company's own announcements is not sufficient.
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