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Global Business

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Rayners College London
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Running head: GLOBAL BUSINESS Discussion Post on Entry Strategies, Strategic Alliances, Global Marketing, and R & D Student’s Name Institution Affiliation Date Running head: GLOBAL BUSINESS Strategic alliances in business occur when two or more companies agree to pursue a specific set of objectives together to meet a need in market while the companies involved remain independent from each other (Kenton, 2003). Strategic alliances mayoccur in the form of franchising, joint ventures, Research and Development (R&D), andoutsourcing. This paper will discuss two major strategic alliances: Spotify and Uber, as well as Google and Luxottica. To begin with, it is essential to note that Spotify and Uber do not have similar customers. This means that not everyone who uses Spotify is necessarily an Uber user, and not all Uber users consume Spotify products (Kokalitcheva, 2015). However, when Ube ...
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