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Flights of fancy: Strategic partnerships bring success for Etihad Airlines

Strategic Direction

ISSN: 0258-0543

Article publication date: 12 January 2015




This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.


This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.


Fierce competition is an unfortunate way of life in the world of business. It is obviously more intense in some industries than in others. One such sector is aviation. It does not matter whether the company is a budget carrier or the company is one marketed as full service. Securing a competitive edge is tough either way. The aviation sector is more vulnerable than most to the economic consequences of oil price volatility. That hardly helps the situation. Fuel accounts for around 40 per cent of the costs of running an airline, and profits invariably take a sizeable hit when prices are high; like in 2012, when oil soared to over $100 per barrel.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.


The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.



(2015), "Flights of fancy: Strategic partnerships bring success for Etihad Airlines", Strategic Direction, Vol. 31 No. 2, pp. 22-24.



Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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