Teaching note for product 9B21M010.

Formed in 1997, Star Alliance was the first global airline network or constellation. Its aim was to shift the airline industry away from a network of loose bilateral agreements between individual airlines to a more comprehensive network of multilateral agreements between members. A wave of deregulation in the industry in the 1970s and 1980s, which opened free travel between countries, led to the creation of three major global constellations: Star .....more

In 2019, the global airline industry generated revenues of over US$880 billion. One year later, as the COVID-19 pandemic raged, demand had fallen to half of its previous level and airlines faced tough challenges. The COVID-19 pandemic was a new and severe crisis. The responses of airlines and their alliances depended on the fundamental economics and structure of the industry. To devise new strategies for their futures, global airlines had to consider .....more

Managing your company's goals in an alliance of 10 or more partners presents particular challenges. Managed properly, the constellation represents a real opportunity to win. Becoming part of an alliance constellation, like the airline industry's Star Alliance, can help a company compete and win. And while a constellation is, in some ways similar to a bi-lateral alliance, it also presents particular challenges. This author discusses these challenges, .....more