Description
: Strategic Management-: From real national/international market, select any type of strategic alliance between two firms and answer the following questions
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Starbucks And Barnes & Noble Strategic Alliance 1
STARBUCKS AND BARNES & NOBLE STRATEGIC ALLIANCE
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Starbucks And Barnes & Noble Strategic Alliance 2
1. Briefly introduce your chosen firms, partners of Alliance (Industry, nationality,
size…). (1Mark)
Starbucks is an American multinational chain of roaster reserves and coffee houses, located
in Seattle, Washington. Starbucks majorly represents the second wave of the united states
of America coffee culture, with over 30,000 ranches globally in more than 70 different
countries. On the other hand, Barnes & Noble’s is an American bookseller with over 627
retail stores in the united states of America, and it is headquartering in fifth avenue, new
York city (Newmeyer et al., 2018). The two companies allied as a result of the natural
pairing of coffee and tea.
2. What type of strategic Alliance forms your selected firms? Explain its different
reasons. (1Mark)
The Strategic Alliance between Starbucks and Barnes & Noble’s is referred to as a
noncompetitive Alliance. It is an alliance based on low conflicts and high interactions. It
is a type of strategic Alliance which occurs between companies within the same industry
b...