Strategic alliance: case study in competitive positioning

Emmanuel N. Roussakis and Edmundo Lizarzaburu ()

World Review of Entrepreneurship, Management and Sustainable Development, 2013, vol. 9, issue 2, 246-266

Abstract: The case seeks to identify some of the issues encountered in the development and growth of a family-owned firm in the pharmaceutical business in Lima, Peru. Having overcome the initial challenges of its establishment, the company has become a visible and viable competitor in the Peruvian market and is poised to expand in cross border markets by exploring the prospect of a strategic alliance with a suitable pharmaceutical firm or a chain store in these markets. Senior management must evaluate the issues associated with an alliance that entails manufacturing for foreign companies.

Keywords: multinational enterprises; MNEs; brands; patents; lines of credit; manufacturing outsourcing; horizontal sales; third-country manufacturing; strategic alliances; chain stores; competitive positioning; family firms; family businesses; pharmaceutical industry; Peru; cross-border markets. (search for similar items in EconPapers)
Date: 2013
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