Alliance Strategy Assume you are the CEO of Century Pharmaceuticals, Inc., seeking a strategic alliance with Excel Research, an independent, full service research organization. Excel Research specializes in working with pharmaceutical companies to efficiently and effectively navigate the regulatory approval process and bring new therapies to market. Century will be consulting with Excel on submissions to the Food and Drug Administration (FDA) for new and current products as well as general development projects. You believe that Century Pharmaceuticals and Excel Research will work together to bring novel therapies to fill unmet needs in dermatology and other therapeutic arenas. You expect that the strategic alliance between Century Pharmaceuticals and Excel Research will provide enhanced benefits for both companies. Century s management team continues to implement its strategic growth strategy, which includes acquiring new products, extending the product life cycle of existing products, and introducing new uses for therapies in specific markets, to further expand their key business. Excel Research has an established and proven track record of success in supporting and providing the evaluation required to bring new therapies and new uses for existing therapies to market. Based on the above information, you determine on the following aspects and are asked to make a brief presentation to the class as the Board of Directors. 1. Is the above case a complementary strategic alliance? If so, what kinds of complementary strategic alliance? 2. Is it a competition response strategy? If so, who are the competitors and what are they doing? 3. Is it an uncertainty reducing strategy? If so, how can uncertainty be reduced? 4. Is it a competition reducing strategy? If so, explain how it works.