The placement of starbucks cafés within barnes & noble bookstores has proven to be a successful strategic alliance because both companies benefit from this arrangement. as a global marketing strategy, an important characteristic of a strategic alliance is
As a global marketing strategy, an important characteristic of a strategic alliance is joint mission.
The organizations in a strategic alliance will have their own individual ideas of mission and vision. But is the success of the strategic alliance is required, then a joint mission should be formulated. The statement will act as the guide for joint planning.
If a joint mission is crafted well with adequate flexibility to accommodate market changes, every activity in the strategic alliance can be monitored well.
d) participant companies do not share costs or profits
The strategic alliance is the agreement of the companies for a joint project that comes to a mutual benefit for both companies.
However, unlike some other agreements of the sort (like joint venture for example), businesses keep their independence completely and do not share the resource pool, costs or profits.
The businesses are each leading their own project with own benefit, just joining it in a shorter or longer joint project.