Sharing complementary resources and skills. Cooperation could also be undertaken by firms with complementary resources which jointly tackle a major project of interest to the concerned parties, e.g. R&D consortium where participating firms contribute varying expertise (Contractor and Lorange, 1988; Gulati, 1998). The NUMMI project between GM and Toyota stands as a fitting example as GM tried to access Toyota’s expertise in small car manufacturing while Toyota wanted GM’s know-how in selling to the US market. Major firms with great marketing savvy in the consumer goods market also often join force to test new products in a new market. For instance, Coca-Cola and Nestle recently formed a joint venture to make and distribute canned coffee in Hong Kong and Korea, exploiting their respective knowledge and skills in selling canned goods and coffee making.