Introduction The market for Sexual Dysfunction treatment especially among males is considered to be a market with great growth potential. Pharma Technologies Inc. in Canada has achieved a patent for the new break through technology that offers treatment for the condition in a totally different way than the current prevalent drugs in the market like Viagra. The case discussion below attempts at analyzing the best alliance strategy between PTI and a company to ensure timely development of a new drug with the technology that PTI has patented. The analysis includes a discussion on the strategic issues and objectives, industry analysis, Firm analysis, the deal options and recommendation for a strategy.

Central Question and Strategic
This could also become a threat if the launch strategy is not strong enough to counter the fact that this product would b one of a kind with other products being similar to Viagra which itself is the market leader with a lions share of the market. The other threat could be the culture of the target audience or the country in case of international expansion and how open are they in accepting their condition and seeking treatment from their doctor. However, the neighboring US market can prove to be a tremendous potential market for the new product or even if PTI wants to look at US firms for their potential strategic partner. The Cowen and Company report in 1998 observed that there were 10 to 20 million MED suffers in United States alone (Herbert, 2004). According to the Heritage website, the economic freedom score of US is 76 “well above the world and regional averages” although less than the domestic score of 79.4 in Canada (heritage.org, 2013). According to the U.S. Pharma and Healthcare report of 2011, U.S. is also the largest market for pharmaceuticals in the world. Like Canada, the country has a strong political system with one of the easiest processes and policies for starting a new venture and thus attract entrepreneurs globally. Thus threats to new entrants can be significantly less than it would be if