Due to the complexity resulting from multiple parents, IJVGMs must usually rely on the support, cooperation, or approval of a large number of people in order to achieve their goals. Yet, this task in exacerbated by the existence of divided loyalties, both of the IJVGM and of the other parent company and IJV personnel. For example, in attempting to respond to the conflicting demands of superiors within the parent firms, the IJVGM must simultaneously manage relationships with peers within one or another of the parent firms and who control critical resources. these peers often have more direct relationships---and more clearly defined managers, and less incentive to cooperate with the IJVGM on issues of pooled sales forces , corporate staff assistance , R&D or manufacturing assistance, and the like Obtaining Their support for the IJV is therefore a difficult proposition.