Why was it important for General Mills and Nestle to form a comprehensive joint venture in Europe, rather than a marketing alliance?
What will be an ideal response?
General Mills and Nestle formed a comprehensive joint venture in Europe called Cereal Partners Worldwide. General Mills provided cereal-making technology, while Nestle contributed its European distribution network and name recognition. By forming a comprehensive joint venture, the alliance involved a complete meshing of each firm's relative strengths and created a business with significant market power. Forming an alliance that only involved marketing would not have had the same competitive advantages.
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