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2006 – Juan Carlos Serna Velez, Business School, University of Greenwich
ANALYSIS OF STRATEGIC ALLIANCES AS A SOURCE OF COMPETITVE ADVANTAGE IN AIRLINE CARGO BUSINESS – EVALUATION OF SKYTEAM CARGO™ AND WOW™ALLIANCE


Utilization of strategic alliances in the airline industry is not a new task. However, evolution in the air cargo side of the business came after the consolidation of major alliances in the passenger side. This document, intends to analyze the utilization of strategic alliances as a source of competitive advantage in the air cargo industry. Evaluation of specific cases, such as WOW Alliance and SkyTeam Cargo are included as examples of such type of partnership agreements in this sector. As part of the evaluation, a disaggregated model of activities conforming the Value Chain for a Cargo Airline is presented, being an important tool when analyzing possible strategic cooperation between airlines. Additionally, adapted implementation practices for strategic alliances are included as a point of reference for future partnership studies. This document suggests that strategic alliances have been a source of competitive advantage for the alliance members; however, recommends additional research on the perception and effects on customers of such type of cooperation.

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