Creating competitive advantage in international marketing: strategic alliances at exportation logistics – a case study

Abstract

This paper analyses the creation process of a competitive advantage in the international business, starting on the concept of the supply chain management. First, the aim of this study is to show that the dimension of the success in the international negotiations depends on the formation of strategic alliances. Second, that the formation of the alliances demands the adaptation of cultures and strategies of all the involved parties. It was opted for a qualitative research, with descriptive character, associated to the experience of an executives group of the Cia Cacique de Café Solúvel and its partners, on the constitution of a logistic alliance. It is clearly shown, on one hand, that the alliance between the main company and its partners consolidates the necessity of strategic interdependence in the interior of the supply chain. On the other hand, the success of it is based on the identification and selection of the partners, the effective alignment of interests and strategies, the construction of the confidence, the equal treatment and transparence in the negotiation. Key-words: export logistics; strategic alliances; competitive advantage