The placement of Starbucks cafés within Barnes & Noble bookstores has proven to be a successful strategic alliance because both companies benefit from this arrangement. As a global marketing strategy, an important characteristic of a strategic alliance is __.

As a global marketing strategy, an important characteristic of a strategic alliance is joint mission.

Explanation:

The organizations in a strategic alliance will have their own individual ideas of mission and vision. But is the success of the strategic alliance is required, then a joint mission should be formulated. The statement will act as the guide for joint planning.

If a joint mission is crafted well with adequate flexibility to accommodate market changes, every activity in the strategic alliance can be monitored well.