Air Transport World

Star Alliance.(2008 MARKET LEADERSHIP)(Star Alliance Services GmbH)(Company overview)

It is common knowledge that a rising tide lifts all boats, but does that hold true for much heavier equipment? In the spring of 1997, five visionary airlines--Lufthansa, United Airlines, Thai Airways, SAS and Air Canada--opted to test those waters, announcing the formation of Star Alliance and setting out to prove that cooperation beyond bilaterals has a place in this most competitive of industries.

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Eleven years later, Star's membership has grown fourfold and the alliance has reshaped commercial aviation, asking--or forcing--members and competitors to rethink how they operate, market themselves and serve the passenger. Oneworld and SkyTeam were organized in Star's wake, and the alliance concept has changed carriers' relationships with airports, suppliers and the public while offering members unprecedented access to destinations and customers once considered out of range. …

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