Benefits of Domestic Vertical and Horizontal Strategic Alliances: TO COMPETE WITH INTERNATIONAL CARTELS AND THE JAPANESE KEIRETSU

Abstract

Develops the benefits of both horizontal and vertical domestic strategic alliances to meet the challenge of growing international cartels and the Japanese keiretsu. Looks into the crises which force a new paradigm to be considered. The paradigm, which should guide the development of channel marketing theory, must use both economic and non‐economic concepts. Discusses the economic political paradigm concept which brings the issue of relationships into consideration. The Japanese concept of zaibatsu, or the modern version keiretsu, is built around relationships. Domestic industries may have to adopt a version of these concepts to compete in fierce international markets. Lists eight benefits of strategic alliances and develops a matrix for measuring strategic alliances for further consideration.

Citation

Ricks, J.E. (1993), "Benefits of Domestic Vertical and Horizontal Strategic Alliances: TO COMPETE WITH INTERNATIONAL CARTELS AND THE JAPANESE KEIRETSU", Journal of Business & Industrial Marketing, Vol. 8 No. 4, pp. 52-57. https://doi.org/10.1108/08858629310047270