A research on diversification strategy in the retail industry: the case of Nestle-Starbucks

In this study, which deals with growth strategies in businesses, the phenomenon of growth is discussed in the context of diversification strategy, which is essentially considered as a growth strategy, and strategic alliances, which is one of the external growth paths. Within the scope of the research, qualitative interviews were conducted with 14 middle and senior managers, and semi-structured interview technique was used in the data collection process. The data of the research were analyzed with the phenomenological approach method published by Moustakas (1994). Within the scope of the research, the scope of the license agreement signed between two multinational companies and the results of the agreement in Turkey operations were evaluated. When the research findings are examined, it is seen that by cooperating, two rival companies have gained a great competitive power against their other competitors and both companies have increased their power in the market.