Contemporary Marketing 17th Edition by Louis Boone,David Kurtz

Exercise 2

Choose a company that makes great stuff-something you really like, whether it is tennis racquets, electronics, ice cream, or the jeans. Now come up with a partner for your firm that you think would make a terrific strategic alliance. Write a plan for your alliance, explaining why you made the choice, what you want the two firms to accomplish, and why you think the alliance will be successful.