Nestlé and Coca-Cola collaborated whereby both firms have benefited from using each other's distribution channels and marketing programs. Nestlé and Coca-Cola are utilizing the __________ strategy.
A) backward integration
B) alliance
C) representation
D) vertical integration

Question

Quizplus · Accepted Answer

The correct answer is B) alliance because when two or more firms collaborate for mutual benefit, especially in areas like distribution channels and marketing programs, it is referred to as an alliance strategy. This collaboration does not involve acquiring each other or merging their operations but rather working together to enhance their market reach and efficiency.

Nestlé and Coca-Cola Collaborated Whereby Both Firms Have Benefited from Using