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this video is on cooperative strategy so over the years theres been an increasing use of alliances from very rare in the 70s to increasingly popular in this trend continues today now an important thing to remember is that strategic alliances are very different than collusive alliances which are illegal alright so there are many different types of alliances so Starbucks as an example can work with channel partners such as Weston hotels or United Airlines just to get their brand the brand on those places that can do geographic expansion partners into new areas they can create new products with partners such as a star Brooks branded ice cream or getting their Starbucks coffee into PepsiCo bottles or retail format partners like getting it to a Barnes Noble coffee shop so there are three types of strategic alliances there are non equity strategic alliances these are contractual relationships where the two or more firms are sharing resources and capabilities but there is no separate enti