THE TRANSFORMATION OF STRATEGIC AIRLINE ALLIANCES AND AIRLINE JOINT VENTURES: WHERE ARE THEY HEADING?

Airline companies has been incorporated various cooperation forms to handle risky situations arising from high competition level and to gain sustainable competitive advantages. The aim of this research is to reveal the transformation that strategic airline alliances and airline joint ventures have, with their current situation. In this research, which adopted the qualitative research design, semi-structured interviews were held with top executives of five traditional airline companies affiliated to strategic airline alliances and airline joint ventures. The most significant finding obtained as a result of the research is that airline companies affiliated with strategic airline alliances are beginning to question alliances' structures though airlines accept that alliances are still valuable to them. Another remarkable finding is that airlines have begun to move out of classical form with newly launched form of joint venture.