GlaxoSmithKline Consumer Healthcare used the picture response technique in social media to closely define the customer base for its new line of Alli weight-loss products

Protecting intellectual property, such as patents, trademarks and copyrights, can lead to which two consequences?

What will be an ideal response?

What is one risk companies could be vulnerable to if participating in a horizontal alliance?

a. Developing a poor strategy b. Deciding to change industries and having the wrong structure c. Competitors taking advantage of their distraction d. Government action due to collusion