Global strategic alliances – a must or a no-go for small airlines
Nalazek, Iga (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020110922471
https://urn.fi/URN:NBN:fi:amk-2020110922471
Tiivistelmä
Global alliances play an important part in the aviation industry due to the big market share they are holding. Star Alliance, Oneworld, and SkyTeam connect their members and offer them different types of benefits. Nevertheless, there is a big gap between small carriers that are a part of the partnership and the global airlines. Thus, not all of the advantages are that beneficial. On the other hand, there are many airlines that are not a part of those three alliances, therefore their strategy focuses on overcoming the benefits that were gained by the members of the alliance.
The purpose of this paper is to analyse the current situation of small airlines that are members of global partnership and understand whether the benefits overweight the drawbacks. Moreover, the position of carriers outside was identified and the different strategies the airlines were able to implement. To show examples, the authors closely analysed carriers such as Croatia Airlines, Czech Airlines, FlyBosnia, Air Serbia, and UIA. In order to gather that information, financial statements and current partnerships were investigated. The entire research is based on secondary data only, collected from different sources. The findings show that the decision whether entering the alliance or being a member of one is beneficial for small airlines is an individual choice and every airline might answer those questions differently.
The purpose of this paper is to analyse the current situation of small airlines that are members of global partnership and understand whether the benefits overweight the drawbacks. Moreover, the position of carriers outside was identified and the different strategies the airlines were able to implement. To show examples, the authors closely analysed carriers such as Croatia Airlines, Czech Airlines, FlyBosnia, Air Serbia, and UIA. In order to gather that information, financial statements and current partnerships were investigated. The entire research is based on secondary data only, collected from different sources. The findings show that the decision whether entering the alliance or being a member of one is beneficial for small airlines is an individual choice and every airline might answer those questions differently.