ArticleJournalReview2 - Running Head JOURNAL ARTICLE REVIEW...

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Running Head: JOURNAL ARTICLE REVIEW 2 1 Introduction In the article, “Strategic Alliance in Food and Beverage and Executive Recruiting Industries”, Cante, Calluzzo, Schwartz P., and Schwartz M. (2004) looked at how strategic alliance helped partners tapping into new markets that otherwise would not have been feasible doing it alone. The authors, known as The Strategic Alliance Research Group (SARG), felt that the current available research data in strategic alliance in the goods (food and beverage) and services (executive recruiting) industries were lacking and attempted to fill this gap. In doing research of the two industries, SARG hoped to “determine the extent of penetration and effectiveness” of strategic alliance. Using surveys, public announcements of alliance, and discussions with key industry players as its research methods, SARG determined that when partnering companies have low or reasonable expectations, the overall perceptions and results of the alliance were positive. When participants set their expectations high, the results were less than positive thus resulted in negative perceptions. SARG concluded by stating the goods and services industries that strategic alliance and Total Quality Management (TQM) were well established tools for companies to utilize in order to increasing their customer based while minimizing resources (2004). Journal Article Review In Supply Chain Management, Liberty University School of Business (LUSOB) dedicated an entire chapter on strategic alliance, therefore, strategic alliance was discussed in more
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Running Head: JOURNAL ARTICLE REVIEW 2 2 detailed than SARG. Both LUSOB (Liberty University School of Business, 2014, p. 174)) and SARG (Cante, Calluzzo, Schwartz P., and Schwartz M., 2004) both defined strategic alliance in the following key ideas: 1. Risks and rewards are shared among the firms 2. Usually lead to long-term partnership that benefited all participants 3. Having the right partnership can “add values” to participants
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