“WINNERS DONOT DO DIFFERENT THINGS RATHER THEY DO THINGS
DIFFERENTLY”- is the mantra for corporate to be successful in the current
competitive world. The business environment has changed to a great extent
within the past few decades. Very few corporate think of defensive strategy and
a maximum number of corporate goes for aggressive method of doing
business. Keeping the above mantra in mind, corporate have to distinguish
themselves in terms of modernism and creativeness or else in the very near
future they will lose their market share and will be forced by the environment to
close their business. There are various ways to expand business but the most
common is corporate restructuring which may include strategic acquisition or
merging with another business, joint venture or even tie-ups.
This paper focuses on why the companies go for Strategic Alliance, types of
alliances, process of alliances, factors to be considered before successful
alliances, pitfall of alliances and a case study.

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