Since the begining of the 1980s global markets have been characterized by a wave of global strategic alliances, used with increasing frequency, not without excepting the commercial aircraft industry, to restructure industries. The aim of my research has been to investigate the logic of this practice and its embodiment, with reference to the changes of business environment in the commercial aircraft industry.
In my research, I have shown that there are two forces for the aircraft makers to enhance the global strategic alliances in the commercial industry as their strategic tools.
First of all, the reason why the companies accelerate the global strategic alliance in due to the globalization of demand. Because the Cold War is over, the demand for commercial aircrafts has been shifting overseas, with the importance of foreign markets increasing as the aircraft makers search for new customers to compensate for shrinking sales in their home market or for defense procurement. This shift is also under way because new markets in Russia and China have recently opened up and growth rates in Asia have become stronger. Under this sort of globalized business environment, the aircraft makers could no longer meet their demand by their own resources without turning to global strategic alliances.
The Second reason is due to the globalization of supply. Because of the increasing technology parity among growing numbers of nations and technological innovations over telecommunication system, the aircraft makers could deploy thier activities across national frontiers easily. This has increased their capacity in other nations to absorb competitive technology with global strategic alliances. Hence, those who seeking a supply of goods, components and parts need no longer cofine itself within their borders.
To remain competitive, the aircraft makers should be outsourcing their work to foreign suppliers, initiating international joint ventures and using offset programs. These tools allow the makers to exploit opportunities in technology, capital and cost reduction that exist overseas.
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