Inderscience Publishers

Strategic alliance: case study in competitive positioning

The case seeks to identify some of the issues encountered in the development and growth of a family–owned firm in the pharmaceutical business in Lima, Peru. Having overcome the initial challenges of its establishment, the company has become a visible and viable competitor in the Peruvian market and is poised to expand in cross border markets by exploring the prospect of a strategic alliance with a suitable pharmaceutical firm or a chain store in these markets. Senior management must evaluate the issues associated with an alliance that entails manufacturing for foreign companies.

Keywords: multinational enterprises, MNEs, brands, patents, lines of credit, manufacturing outsourcing, horizontal sales, third–country manufacturing, strategic alliances, chain stores, competitive positioning, family firms, family businesses, pharmaceutical industry, Peru, cross–border markets

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