STRATEGIC ALLIANCE 2Strategic AllianceA strategic alliance is an association among two firms to perform a mutually worthwhile project of preserves its autonomy. The business is fewer complicated and less decisive than that of the joint scheme, where two companies share capital to create a single business organization[ CITATION Rus171 \l 1033 ]. There are recently formed alliances are:Barnes & Noble and StarbucksThis standard profile allows the pairing of a bookshop and coffee shop a great fit that allowed to endure as a brick and mortar bookshop while others were forced out of the market due to ordinal forms. This form of partnership is still operating on a lesser rule. It is about a nearby shop that is a neighborhood centre. A collaboration with the nearby bookstore will enable each other to expand their different shareholders. It would also be probable for the store to include a coffee stall and a coffee shop with an insignificant reference segment.