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This is a Spanish version. When Allied Domecq purchased Casa Pedro Domecq, the intent was to absorb the new division into the company. But the Mexican subsidiary had different ideas: to operate as an independent unit, but reap the benefits of being something larger. The conflict between various intentions, cultures and management approaches, helps define the nature and timing of this alliance. The teaching purpose is to introduce management and cross-cultural planning, particularly set in a marketing and planning context.