The strategic alliance between Coca-Cola and Nestlé has spanned a period of over 20 years due to the fact that both companies benefit from this arrangement. As a global marketing strategy, an important characteristic of a strategic alliance is _____________.
a) the complete immersion of employees assigned to the alliance, eventually forming a separate company
b) separation of company policies, procedures, and production, but unified financial accountability
c) it must be a long-term venture of 10 or more years
d) participant companies do not share costs or profits
Answer: d