Hulu (http://www.hulu.com) is a Web site and a cooperative alliance that offers commercially supported content of TV (video on demand) shows through the Internet. The name is derived from a Chinese word which translated means “holder of precious things.” The alliance has many different partners related in interesting ways. In addition, the alliance includes firms and partners from very different market types. Working in groups, answer the following questions:

1. How would you describe the alliance partners? Characterize the market type for each (slow cycle, fast cycle, standard cycle). 

2. What type of strategic alliance has Hulu become? 

3. In what type of market is Hulu competing? 

4. Why did this alliance form? List some competitive pressures that made this alliance a necessity for its partners. 

5. What does the future hold for this alliance?