Strategic alliance between Starbucks and Barnes

Noble.1. Briefly introduce your chosen firms, partners of the strategic alliance (industry,
nationality, size, market position…).
2. What is the type of strategic alliance used by your chosen firms? Explain its different
reasons.
3. What is the method used by the firms to manage their cultures after alliance?
Underline the pros and cons of this method.
4. Is this strategic alliance successful? Justify.
5. What recommendations can you give for the managers of these firms to improve their
competitiveness?

APA

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