‘The road not taken’: Further Along the Alliance or the Merger Path?
Having looked at the genesis of alliances and how they have become the breeding
ground for future merger ventures, having seen their track record and examined
the pros and cons through both consumer and company eyes, it is now time to cast
a glance towards the future. Airline executives, analysts and media observers are
aware that the current situation is the beginning of a long transition towards a more
consolidated air transport industry. What remains uncertain is the time frame such
metamorphosis requires, its characteristics and what the landscape will look like in
the various regions of the world a few years from now. The purpose of this chapter is
to try and shed some light on the shape and format of the changes ahead.