Why do you think many managers are surprised by environmental changes and hence are less able to help their organizations adapt? Why are interorganizational partnerships so important for today Solution Customers are among the external elements tha can attempt to influence, via marketing and strategic release of corporate information. But ultimately, the relationship with the clients is based on finding ways to influence them to purchase your products. Market research is used to determine the effectiveness of the marketing messages, and to decide what changes can be made to future marketing programs to improve sales. According to the customers the marketing strategies is done and many products are made according to them only. Rapid change creates uncertainty for managers. Even though the organization has few external elements, those elements are hard to predict, and they react unexpectedly to organizational initiatives. The greatest uncertainty for an organization occurs in the complex, unstable environment. A large number of elements impinge upon the organization, and they shift frequently or react strongly to organizational initiatives. When several sectors change simultaneously, the environment becomes turbulent. Organizations use different inter-organizational strategies in order to make uses of the opportunities from their environment as well as face together the challenges. Of these strategies Merger, acquisition, joint ventures, etc. Inter organizational partnership is so important to avoid uncertainty of the future states of the organizations by making collusion. Factors such as threatening the existence or survival of the organizations, to take huge amount of profit, and better product or service are the reasons for the need of inter organizational partnership. At the micro level of analysis, inter-personal links generally offer individuals the opportunity to share and learn skills that will improve their personal lives. At the macro level of analysis, inter organizational partner relationship often provide a forum for professionals to share and receive knowledge which may result in improving their companies .