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Shoppers browsing through blouses and blenders at Target know they can also quaff a cappuccino at one of more than 1,700 Starbucks cafeshoused within Targets. The strategic alliance benefits both corporations by helping them reach new markets, boost their brands, and add incremental sales. Collaborative partnerships such as this have grown at a pace of 3,600 per year, according to the SDC Platinum database. That’s partly because companies in alliances can gain access to new technologies and customers while keeping their autonomy. New research from Texas McCombs highlights ...
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