Successful business strategy is about actively shaping the game you play, not just playing the game you find. Companies sometimes use strategic alliances or collaborative partnerships to complement their own strategic initiatives and strengthen their competitiveness. Such cooperative strategies go beyond normal company-to-company dealings but fall short of merger or full joint venture partnership. In this lecture briefly present on Supplementing the Chosen Competitive Strategy. This type of strategy is often used in advertising campaigns by somehow discrediting the competition’s product or service.