Contractual alliances include all of the following EXCEPT:licensing/franchising.research and…

➤ Why would firms use licensing or franchising in a contractual alliance?
Firms use licensing and franchising to expand rapidly with minimal investment and local expertise. These models monetize intellectual property, protect brand standards through contracts, and create royalty or fee streams. They reduce market entry risk, allow scaling across regions, and preserve control over quality and trademarks via clear contractual obligations.