Imagine two wrestlers fighting relentlessly in order to win. Granted, one will win, with all the accolades, honors, and ego – then the question comes: do the wasted resources in the winning process justify the outcome? Two wrestlers could just quit fighting each other and entertain the crowd by joining their hands for something different. They jointly could show tricks that require physical strength, at the same time, both of them would “win” by entertaining the crowd. How about two or more rival companies, for example, airlines? Could they just stop fighting and cooperate by forming alliance(s) that would ultimately serve customers efficiently and profitably? It already happened, and is still happening. Talk about strategic alliance.
Strategic alliance is not a new concept, particularly in airline industry. However, this is gradually happening in other sectors to integrate diverse capabilities that would lead to synergy in their strategic performance. Talk about advertising, pharmaceutical, automotive, and hotel businesses. You can find numerous examples where companies are actually “cooperators” to each other in more ways than they are “competitors”. How about the industry that your firm is playing in right now? Are you catching up with the “new competition”?