Globalisation. As a response to globalisation, organisations such as airlines are partnering with foreign organisations, even competitors,

❹ Globalisation. As a response to globalisation, organisations such as airlines are partnering with foreign organisations, even competitors, to form strategic alliance networks (such as the oneworld® alliance of airberlin, American Airlines, British Airway, Cathay Pacific Airlines, Finnair, Iberia, LAN Airlines, Japan Airlines, Malaysia Airlines, Qantas Airways, Qatar Airlines, Royal Jordanian, S7 Airlines, TAM, SriLankan Airlines – see )

that compete with other networks (such as Star Alliance – see

staralliance.com>). The older notion of single companies competing in single markets seems to be giving way to many such strategic alliances.

Can you identify other markets where this process is evident? What are the implications for marketing science and practice? (Learning Objective 4)

(AACSB: Communication; Reflective Thinking)