Crisis and Strategic Alliance in Aviation Industry - A case study of Singapore Airlines and Air India

Abstract

Early sights of recovery from the US cultivate hope for the miraculous resurrections of many industries. The consumers in developed markets, who are still daunted by the
shaking complications of the crisis, however will be expected to respond to the positive news in a more cautious manner by which their consuming habits remain relatively
conservative with limited allocation of budget for luxurious demands such as travelling. Such harsh reality poses the probable challenge for the airlines industry in its
constant quest for continued growth. The article recommends a possible solution for the dire situation by encouraging of alliance between airlines with strategic fits. The
process of identifying appropriate partners will be illustrated through a case study of Singapore Airlines and Air India in which relevant factors will be addressed to explain
why a strategic alliance can help both airlines triumph over the crisis fruitfully.