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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
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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. This is an example of a(n) ________.

User Jeduan Cornejo
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Answer:

Strategic alliance

Step-by-step explanation:

A strategic alliance is a technique that is used by many companies to improve their market share in the economy and to expand in other cities and countries. It is an alliance that usually involves two companies designing projects with mutual understanding. In this scenario, Bon appetite group and Starbucks both are in a strategic alliance to run coffeehouse in Switzerland.

User Nathanjessen
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