(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)
(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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