“A strategic alliance exists whenever two or more
independent organziations cooperate in the development, manufacture, or sale of
products or service” (Barney 363). Lululemon
and Noble Biomaterials, Inc. teamed up a year and a half ago to engage
in a nonequity alliance, where “cooperating firms agree to work together …but
do not take equity positions in each other or form an indentent organizational
unit to manage their cooperative efforts” (Barney 363). Noble Biomaterials produces X-Static ®, an antimicrobial,
odor-resistance fabric.
“lululemon has worked with Noble for nearly a decade to
differentiate our products and we welcome the opportunity to solidify this
partnership,” said Christine Day, CEO of lululemon. “This unique opportunity
allows us to continue to innovate our technical product with X-STATIC®, which
has helped lululemon set the industry standard by using the most powerful
silver fabric technology to create our Silverescent fabrics, and secure our
leadership position in the “anti-stink” athletic apparel market.”
http://investor.lululemon.com/releasedetail.cfm?releaseid=790499
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