Title: Strategic alliance: case study in competitive positioning

Authors: Emmanuel N. Roussakis; Edmundo R. Lizarzaburu

Addresses: Department of Finance and Real Estate, College of Business Administration, Florida International University, 11200 SW 8th Street, Miami, Florida 33199, USA ' School of Business, Esan University, Alonso de Molina 1652, Monterrico Chico, Surco, Lima, Peru

Abstract: The case seeks to identify some of the issues encountered in the development and growth of a family-owned firm in the pharmaceutical business in Lima, Peru. Having overcome the initial challenges of its establishment, the company has become a visible and viable competitor in the Peruvian market and is poised to expand in cross border markets by exploring the prospect of a strategic alliance with a suitable pharmaceutical firm or a chain store in these markets. Senior management must evaluate the issues associated with an alliance that entails manufacturing for foreign companies.

Keywords: multinational enterprises; MNEs; brands; patents; lines of credit; manufacturing outsourcing; horizontal sales; third-country manufacturing; strategic alliances; chain stores; competitive positioning; family firms; family businesses; pharmaceutical industry; Peru; cross-border markets.

DOI: 10.1504/WREMSD.2013.052362

World Review of Entrepreneurship, Management and Sustainable Development, 2013 Vol.9 No.2, pp.246 - 266

Published online: 20 Feb 2013 *

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