The purpose of this paper is to answer three questions of the case study. The text is strictly associated with the prosperity of alliances; therefore the term “strategic alliance” will be explained in the first instance. Furthermore, the business tool such as PESTLE, which is utilized to analyse the airline environment will be highlighted. It will be proven that the airlines prosperity strictly depends on political, legal, economic, social, technological and environmental factors. In addition, the alternative strategy for airlines such as mergers will be introduced. The examples of the airline mergers such as Delta-Northwest and Air France-KLM will be emphasized. Finally, the shared management, which is applied by Star Alliance, will be critically evaluated.
Table of contents
I. Executive summary
II. Introduction
III. Question 1
IV. Question 2
V. Question 3
VI. Conclusion
VII References
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- Katarzyna Szydlowska (Autor), 2017, International Business of the Airline Industry. Strategic Alliance and the Business Tool "PESTLE", Múnich, GRIN Verlag, https://www.grin.com/document/421554
