AMMs and related forms of cross-promotion have some benefits for your business. The cost of aid is often lower, competing companies can create a win-win situation to attract both customers, as well as the widespread use of cross-promotion for entrepreneurs with little experience in advertising. As with any form of marketing, there are some drawbacks. There is no guarantee that the formation of a marketing cooperation agreement will produce additional customers or sales. In addition, you cannot agree with the organization with which you entered into the agreement. Protect yourself from potential disputes by clearly stating the terms of your agreement in advance. Often, a few enumeration points on the responsibilities of each party can go a long way to avoid miscommunication. Like strategic partnerships, strategic legal alliances offer companies a number of benefits through legal agreement, including additional resources, manpower and brand power. And both parties offer our customers a lighter service. Strategic partnerships for integration may include agreements between hardware and software manufacturers or agreements between two software developers working together to have their respective technologies fully (and not always exclusive) cooperated. You don`t need a monthly shelf life for printer maintenance if you want to save more money by switching to a paperless solution.
So reassess the situation before signing up for a strategic partnership. Never enter into an alliance just to say you have a strategic partner. Whether you`re a start-up or a growth company, there are many reasons to enter into a strategic partnership agreement. At least a strategic partnership will create added value for your product or service by expanding what you have to offer. A strategic partnership can even be a proverbial “match made in heaven” if the two parties involved replicate well enough. It is useful for an organization to invest enormous resources and develop new distribution channels. For example, an organization that creates an international market needs an alliance with a local company to enter the new foreign market.  This form of alliance helps the organization grow nationally with more resources and marketing power.
 Thus, the alliance between Pepsi and Starbucks creates a larger distribution network for ready-to-eat beverages, which provides revenue to both organizations without direct competition.  Another example could be an alliance of the Japanese company between Sony and Ericsson to jointly sell mobile phones.  The marketing alliance is the result of a marketing-economic alliance, it helps to better adapt to changing market conditions, to increase marketing power. [Citation required] A non-equity alliance occurs when two companies agree on a contractual relationship that allocates resources, assets or other resources.