Entering a partnership would be beneficial for the supermarket in terms of reducing investment risk, the companies will be able to share their resources, goods and suppliers, share management and improve each others' brand (Keillor 2011, p. 93). By applying VRIO analysis, a concept used to measure a company's value, rarity, inimitability and organization compared to competitors, Sainsbury's is a good supermarket to partner with (Gaubinger et al. 2014, p. 73 ). First, the supermarket is a huge brand and has vast resources in terms of staff, facilities and equipment, the company is modern and uses the latest technology, which is rare in Egypt, the supermarket follows a difficult "neighbourhood model" to be replicated for local supermarkets, and the supermarket is