전략적 제휴시각에서의 「크로스 마케팅」에 대한 고찰

A Case Study on the Strategic Alliance of Crown Confectionary Corporation

Strategic alliance has been regarded as one of the viable options for companies aiming at attaining sustainable competitive advantage. As such,the field has gained considerable attention academically and practically since mid 1980 s. The purpose of this study is to illustrate one particular form of international strategic alliances, called cross marketing , which are implemented by one Korean company, Crown Confectionary Corporation, and its strategic partner in Asian country. Several management process frameworks regarding strategic alliances are currently available, and they commonly describe particular activities of distinctive stages by its nature. Most of them, however, can not be used in practical application due to its lack of concreteness. Based upon Yoshino and Rangan s framework, this study describes specific activities Crown and its international partner have put into actions. While the cross marketing is definitely one transformed form of counter-trades, its potential areas for future usage are very wide. Nevertheless, as pointed out by most of studies, inherent core competence can not be created through strategic alliance like this cross marketing arrangements, which should be beard upon by the partnering companies without leveling up their partnership activities involving various companywide cooperative activities.