Strategic alliances represent an important value chain arrangement. In many organizations, suppliers are beginning to provide more and more input into customer activities.
a. In the United States, would a strategic alliance ever be considered illegal? Explain.
b. What do you perceive are the primary reasons for pursuing a strategic alliance?
c. With whom might the manager of a catalog company selling flowers and plants want to establish strategic alliances? What issues might the manager want to consider prior to engaging in the alliance?