Poor old Qantas. A once great airline is about to get into bed with Emirates, a strong and powerful competitor which has shown Qantas a thing or two about successfully running an airline.
For some, it’s a case of the old saying “if you can’t beat them, join them”. For others, it’s just the end result of a repeated failure by Qantas to respond in a smart and timely manner to the ever-changing international aviation market.
So how did Qantas get into its current state? Well, it’s a long story but there are a number of recurring themes. First, Qantas has repeatedly failed to respond to the international aviation market in a manner that allows it to get ahead of its competitors. While the emergence of Emirates and Etihad was changing the landscape, Qantas didn’t really know how to respond. For years Qantas was happy to stick by its “oneworld” alliance anchored by British Airways and American Airlines.
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