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Strategic alliances are partership in which two or more companies work together to achieve success in the market that are beneficial for both party. In addition to this point of view, strategic alliance is to obtain the advantage of another company’s innovations without having to invest in new research and development. For example, I am from Balıkesir and in that city we have only one shopping mall which is called Yay/Ada. Yay/Ada carried out some strategic alliance with Balıkesir’s local shoe companies. These shoes companies have an important place for old Balıkesir citizens and have good enough sales numbers. This shopping mall managers come up wtih an idea that they start to sell these shoes in their mall with other well known brand names. Thanks to that These local products can be opened for new customers who is coming from outside of balıkesir to this shopping mall. These local shoes companies is in the centre of the balıkesir and they can not reach to the outsiders because people who is passing from balıkesir can stop in this shopping center can not go and explore the shoes companies at the centre of balıkesir in my opinion. Therefore, It looks like good strategic alliance because they are both benefit from this idea. On the other hand , This shopping mall can consider that we are going to buy those shose companies in order to not pay money more or pay some commission to local shoes companies. Provided that Yay/Ada buy those shops they can produce their own product and can deal with a person who is familiar with this local sector as a manager. It is a little bit risky but thanks to that they can reduce cost of product in a certain

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