Building Your Relationship With Your Strategic Alliance Partner

Given our experience with the store employees of our local liquor board going on strike in 2003/2004, we had learned early on how important it was not to have all of our eggs in one basket as far as markets were concerned. As a result, we actively looked to developing other markets outside of Quebec, both in North America and abroad, in order to diversify our consumer base. Our new strategic alliance relationship with Camus, ‘La Grande Marque', was critical to our successful entry into these markets. It enabled the introduction of our Ice Cider products into European and Asian markets. Camus’ involvement meant that, within the year, we were able to enter approximately a dozen countries through their distribution relationships, primarily in Western Europe and Asia...Read on at https://www.forbes.com/sites/susanreid/2016/02/27/getting-to-know-your-strategic-alliance-partners/#56cd86bd5543