Question

Caskey Company and Holland Inc. are two medium-size marketing research companies. Because the two companies are trying to reach a similar client base, they have decided to share some of their marketing resources by creating a(n) _____ strategic alliance.

a.horizontal complementary
b.vertical complementary
c.tactical complementary
d.uncertainty-reducing

Answer 1

Caskey Company and Holland Inc. have created a horizontal complementary strategic alliance to share marketing resources and reach a similar client base.

Step-by-step explanation:

The strategic alliance formed between Caskey Company and Holland Inc., in which they agree to share marketing resources to attain a similar client base, is known as a horizontal complementary alliance. This type of alliance occurs between firms that operate at the same level within an industry and produce similar kinds of products or services. By sharing marketing resources, these companies aim to grow larger, improve efficiency, expand their product offerings, or achieve other synergistic effects without going through a merger or acquisition.