Přehled o publikaci

The strategic management of the company significantly interferes with logistics processes. Global companies must maintain their competitive advantage through cooperative activities. This often means cooperation between companies that are, under normal circumstances, direct competitors. This paper examines and presents the situation of airlines in the United States that have formed a strategic alliance to expand the potential market for all customers of each company. The use of strategic management in similar competitive / cooperative relationships helps to create synergies. From the point of view of the future strategy, the main goal of the process is to connect internal logistics processes between individual companies and subsequently achieve the expansion of the customer base, or enrich the offer for customers of various companies within their strategic alliance. Another important aspect of this collaboration is the marketing survey of customer requirements. In particular, new trends in transport, the provision of up-to-date information, the transparency of the ordering system, the improvement of transport connections and others that customers demand. The effective interconnection of strategic management, logistics operations and marketing of individual cooperating companies stimulates the creation of synergies, especially in terms of strengthening strategic competitiveness on a global scale (new value for customers, growth in market share and increasing revenues for cooperatives).