Drew's Cafe Inc

Multiple Choice

Drew's Cafe Inc. and Cuppa Corp., two local coffee chains, combine resources to enter the global market. They retain their individual ownership; however, they agree to share production facilities and manpower, and they also decide to market their products through combined promotional tools. The arrangement made by the two retail chains to combine resources and collaborate for a common objective refers to a _________.

A) strategic alliance
B) mass-customization strategy
C) standardization venture
D) product-differentiation strategy