Strategic alliances and competitive advantages of TNCs in the consumer sector

This article explores the issues of using strategic alliances of TNCs in the consumer sector to increase competitive advantages in a dynamic external environment. It has been identified that digitalization, along with globalization, increases incentives for consumer TNCs to develop strategic alliances. Alliances have been found to increase the competitive advantages of participating firms by increasing flexibility and gaining access to the necessary resources. The factors influencing the realization of the potential of alliances of companies in the consumer sector are identified. As a result of the study, it was revealed that in certain cases, strategic alliances are a good alternative to acquisitions to increase the competitiveness of TNCs in the consumer sector.