Diversification strategies can include developing new products/markets, acquisitions, alliances, licensing technologies, or distributing other companies' products. Levi Strauss expanded from men's jeans into women's and children's jeans. Strategy implementation involves putting strategic plans into action through projects that coordinate customers and vendors. Coca-Cola uses strong project management for benefits initiatives involving multiple stakeholders. Directional investment strategies take long or short positions to bet on a market's overall movement. Hedge funds may focus on being dedicated short, long, or pursuing a long/short strategy within a market.