To enter the European market, Starbucks joined in a cooperative venture with Bon Appetit Group A.G. in Switzerland. Bon Appetit has the recognized brand name and Starbucks has the product and the expertise to run coffeehouses. Bon Appetit and Starbucks benefited from their:
A) tactical relationship.
B) functional co-design.
C) strategic alliance.
D) co-branding strategy.
Correct Answer:
Verified
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