WOW and SkyTeam Cargo: Strategic Alliances and Their Impact on Air Cargo Operations from 1998 to 2010 (based on Airline Business Cargo Surveys)

Bachelor Thesis from the year 2012 in the subject Business economics - Supply, Production, Logistics, grade: 1,0, Vienna University of Economics and Business , course: Transportwirtschaft und Logistik, language: English, comment: The thesis analyzes and interprets the impact of a strategic alliance on cargo airlines' key figures (provided by Airline Business 1998-2010) and market share developments. Did air cargo operators profit from alliance integration? Can alliances create value for their respective members by increasing their market share? What is the shape of strategic alliances in air freight? What are the main benefits and disadvantages? What major challenges do members face? Are there common success and stability factors and why do alliances fail? What alternatives are there to alliance formation? , abstract: The formation of highly integrated strategic alliances in the airline industry started during the1990's with Star Alliance as the first global player, as passenger airlines faced deregulation and wanted to support their growth and expansion in international markets. For cargo companies, this type of integration came around later at the beginning of 2000. As a result of this increased co-operation, major alliances were formed with the launch of SkyTeam Cargo and WOW. Beginning at the dawn of the new century, these alliances should mark a cornerstone that enables long term success and survival through synergy effects and higher competitiveness individually and as a group. Now, a decade later, WOW and SkyTeam Cargo have evolved, but in different directions and not all members or ex-members are content with the results. Strategic alliances in air transport have been studied widely in recent publications, most of which just cover the passenger side of the business. There is a lot of information, statements and common knowledge about what benefits alliances can bring to its members, but a literature review leads to the fact that research is very sparse whe