Abstract:

On a global scale, we can see the trend of intensive partnership building between competing, independent businesses. In many cases, the goal of these partnerships is to achieve or maintain stable business competitiveness on the market. Partnerships and cooperation between competitive entities can be referred to as cooperative management. However, it may involve several forms of mating, such as cluster mating, joint venture and others. The aim of this article is to point out the importance and purpose of the cooperative interconnection of competing airlines belonging to the OneWorld alliance, and then proceed to generalize the success of the cooperative strategy. The analytical part of the article, based on the analysis and processing of relevant information and data concerning the cooperative partnership, assesses the impact and importance of ongoing marketing and management processes in terms of their direct or indirect impact on the existing marketing strategy in relation to the competitiveness and competitive position of the individual enterprises participating in the analyzed cooperative partnership. Discussion in this article contains a general assessment of the importance and purpose of the OneWorld alliance partnership strategy of cooperation. Further, the discussion points out the strength of the analyzed cooperative cooperation in relation to the customer segments from the marketing point of view.