(b) Both divisions have recognised the need for a strategic alliance to help them achieve

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(b) Both divisions have recognised the need for a strategic alliance to help them achieve a successful entry into

European markets.

Critically evaluate the advantages and disadvantages of the divisions using strategic alliances to develop their

respective businesses in Europe. (15 marks)

参考答案:

(b) Johnson, Scholes and Whittington define a strategic alliance as ‘where two or more organisations share resources andactivities to pursue a strategy’. There are a number of types of alliance ranging from a formal joint venture through to networkswhere

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