Strategic Alliances (Global Marketing)

Partnership to collaborate on shared goals (Strategic Alliance)

Global Marketing - Distribution

A Strategic Alliance is a formal partnership between two or more independent companies to collaborate on shared goals while maintaining legal independence. These alliances enable firms to combine resources, expertise, and market strengths without pursuing a full merger or acquisition.

Types of Strategic Alliances

1. Joint Ventures: Partners create a new, jointly owned entity, sharing risks and rewards.
2. Equity Alliances: Partners acquire equity stakes in each other’s companies to deepen commitment and alignment.
3. Non-Equity Alliances: Less formal, Contract-based arrangements, such as Licensing or distribution agreements
4. Functional Alliances: Collaborations focused on specific business functions, like Marketing or supply chain management.
5. Global Strategic Alliances: Cross-border partnerships leveraging complementary assets to compete in international markets.

In the late 1990s, Nissan faced severe financial challenges, while Renault sought global expansion. Renault acquired a 36.8% stake in Nissan, forming a strategic alliance to leverage mutual strengths and resources.

Religion and global distribution

AI for Global Business

1. AI in International Marketing and Customer Insights
2. AI in Global Strategy and Decision-Making

Academic Programs

(c) EENI Global Business School (1995-2025)
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