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| Author: | Hongcharu, B. Eiamkanchanalai, S. |
| Title: | Global marketing alliance in the airline industry: towards a conceptual framework |
| Journal: | Journal of Euro-Asian Management
1998 : JUL, VOL. 4:1, p. 45-66 |
| Index terms: | GLOBAL MARKETING ALLIANCES AIRLINES |
| Language: | eng |
| Abstract: | Cooperating among rivals has emerged as an indispensable strategy for many industries. Global marketing alliance has become a strategy which is likely to establish the future trend in many industries. This study explores developments of global marketing from the airline industry perspective which has resulted in the birth of the Star Alliance, the first global marketing alliance of the airline industry. A conceptual framework of global marketing alliance is then developed. |
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