Product details

This case study is situated in the airfreight industry and presents issues on developing alliances among airfreight carriers as a way to grow. The alliance under discussion is WOW, which is the leading one in the industry. At the time of the case, the alliance has already existed for more than 3 years with a limited degree of integration. The member companies are considering further integration in order to realise all potential benefits. However major concerns exist. Various issues are open for discussion, from company culture, globalisation, marketing, to industry regulations. While WOW is conveying a feasibility study of integrating the sales force in the United States, the biggest airfreight market in the world, Lufthansa Cargo considers the possibility of setting up an integrated agency in the UK/Ireland market, estimates local feasibility, and runs some scenarios before the feasibility study in the US is realised one week later.