ABSTRACT
Extensivemarketpresenceplaysanessentialroleinmajorairlines'plansfor survivalandprosperity-havingglobalreachappearstobeamustinmostmajor airlines'strategicplans.Mostairlineexecutiveswouldalsoagreethat,atleastuntil now,itistheenhancedrevenuesratherthanloweredcoststhathaverewardedmost ofthebenefitsfromalliancearrangements:'Thebiggestopportunityisnotinthe costline,itisintherevenueline'saidAmericanAirlineschiefexecutiveCartyin 1998.1However,asdiscussedelsewhereinthebook,thefocusisshiftingmoreinto thecostside.
