Strategic Marketing Alliances

Strategic Alliances
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Sarah Daghman
Lecturer, Russian Federation
🔥NEW What is a strategic marketing alliance? A strategic marketing alliance is obviously a strategic alliance focusing on marketing. Strategic marketing alliances (SMAs) are a way for companies with complementary strengths to penetrate into a certain market more effectively and efficiently than any alliance partner could manage on its own. The alliance allows the companies to minimize the risks relating to their technological, market, or competitive environments and is typically based on long-term relationships and mutual trust. SMAs can be as simple as two companies sharing their technological and/or marketing resources. Contrarily, they can be highly complex, involving several companies, located in different countries. What are the main categories of strategic marketing alliances? There are four major categories of SMAs: Product or service alliances - One company licenses another to produce its product, or two companies jointly market their complementary products or a new pro (...) Read more? Sign up for free


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