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hello and welcome to marketing91.com in this video we are going to cover the topic on strategic alliance before we proceed any further please do note that we publish three marketing videos daily on youtube so please dont forget to subscribe to our channel now lets start with the definition of strategic alliance strategic alliance occurs when two or more organizations join together to pursue mutual benefits a strategy alliance is formed when two or more partners agree to work towards a set of pre-decided objectives while staying independent it is a type of collaboration or cooperation that tries for synergy in it each party thinks that the benefits of the partnership will be better than from individual efforts usually two firms enter a strategic alliance when each one has one or more business assets than the other needs they might be experts who can improve the business strategy alliance lies between mergers and acquisitions and organic growth moving on goals of strategic alliance fir