If You Can’t Beat ’Em

The announcement and signing of the historic alliance agreement between Qantas and Emirates represents a seismic shift in the dynamics of the Australian airline market, both from the customer and the airline business perspectives.

e announcement appears both a win-win for Qantas as a business and for Qantas’s customers, and also an admission of defeat that Qantas today doesn’t o er the network reach and frequency that key competitors like Emirates, Cathay and Singapore do, to whom it has increasingly lost customers to, and hence revenue from, for many years.

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