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A strategic alliance is an agreement between two or more players to share resources or knowledge, to be beneficial to all parties involved. It is a way to supplement internal assets, capabilities and activities, with access to needed resources or processes from outside players such as suppliers, customers, competitors, companies in different industries, brand owners, universities, institutes ...
Co-branding is a marketing strategy that involves strategic alliance of multiple brand names jointly used on a single product or service. [1]Co-branding is an arrangement that associates a single product or service with more than one brand name, or otherwise associates a product with someone other than the principal producer.
Alliance marketing is built for controlling organisation's marketing cost. [8] Distinctive from coexisting marketing, which is based on the game, [4] alliance marketing is based on strategic perspective considering organisation marketing operation, from the interior to exterior resources. [9]
A strategic partnership will usually fall short of a legal partnership entity, agency, or corporate affiliate relationship. Strategic partnerships can take on various forms from shake hand agreements, contractual cooperation's all the way to equity alliances, either the formation of a joint venture or cross-holdings in each other.
Strategic alliances can lead to new sources of revenues. Cooperation can improve the image of the company. Alliances can improve the capabilities of the company to respond to the changes of the market and changes in the ways of production. Strategic alliances offers opportunities to the company to acquire knowledge and experience. [14]
BROADCASTING Channel 4 and Sky in the U.K. have extended their pre-existing, long-term commercial partnership in a new multi-year agreement which, according to the companies, will facilitate ...
Horizontal integration is related to horizontal alliance (also known as horizontal cooperation). However, in the case of a horizontal alliance, the partnering companies set up a contract, but remain independent. For example, Raue & Wieland (2015) describe the example of legally independent logistics service providers who cooperate. [4]
U.S. Marines and their Filipino counterparts darted out of Black Hawk helicopters during combat drills Monday in the Philippines’ northernmost island town along the strategic Bashi Channel off ...