Product details

This is the first of a two-case series (304-566-1 and 504-128-1). Examines the role of strategic alliances in globalisation and global strategy in the airline industry. Fits the globalisation framework of George Yip''s ''Total Global Strategy''. Analysis of globalisation drivers show many favorable drivers with the critical exception of government barriers to free access by foreign carriers. Hence, strategic alliances became the primary means by which an airline can achieve more of the benefits of globalisation. This case examines how the Star Alliance, the largest in the airline industry, enables its members to enhance their global strategies. Allows comparison of globalisation potential and global strategies with and without being part of an alliance. Of additional interest is that all alliance partners are potential and actual competitors. So another salient issue is the management of co- operation with rivals. The (B) case examines how an advertising agency managed the global relationship with the Star Alliance.