Seminar paper from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 58%, University of Lincoln (Faculty of Business & Law), course: International Marketing Strategy, language: English, abstract: [...] There are many different types of partnerships like joint ventures, consortia, licensing,networks and strategic alliances. For a detailed analysis this work concentrates on strategicalliances. To give an insight on the topic this work analyses the alliences between the car manufacturers Nissan and Renault and Renault and Volvo. These partnerships areexamples of alliance’s success and failure. On the basis of these examples this workillustrates the sources of alliance formation and how alliances are able to create competiveadvantage but also the reasons why so many alliances fail. Before the case studies of theabove mentioned companies will be discussed this work explains the sources of allianceformation on a theoretical basis.
