Tea marketing gains sophistication co-branding partnership joint venture and cross-over

摘要

The new competition in the tea market place has executives rushing to create corporate alliances never before seen in the tea trade. This trend in tea business re-organisation goes far beyond the old, simple concept of mergers and acquisitions ("M &A"). Companies in the tea business have for centuries been buying one another or merging. Now, you have co-branding, partnerships, joint ventures, and cross-overs. These new corporate forms are designed to use the strongest resources of each company involved, while avoiding the hostile factors of M & A. Tea companies use their unique resources as leverage to negotiate alliances with other businesses.