Accordingly, in order to draw a broader theoretical inference from the finding of a negative moderating effect of cultural distance, it is important to be reminded of the non-equity nature of the alliances we studied. Much of the interaction between the partners is, presumably, virtual (Internet enabled). The literature on relational governance, to our knowledge, has not specifically considered how the development of relational norms of trust and commitment may be affected when the interface between partners is primarily virtual or how resilient these norms may prove to be when cultural distance is high.