This report discusses the use of international strategic alliances in the aviation industry for foreign market expansion. It focuses on British Airways and their motivation behind forming alliances, criteria used for partner selection, and benefits and challenges of using strategic alliances for foreign market entry. Suitable alternative market entry strategies are also discussed. The report highlights the importance of maintaining strong partnerships and transparency in the selection process. It also emphasizes the benefits of utilizing supplementary services, identifying new markets, expanding customer base, and accessing positive brand awareness through international strategic alliances.
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