Capturing and Delivering Competitive Advantage in the Japan to Europe and Europe to Japan Air Cargo Markets: The Case of the ANA Cargo and Lufthansa Cargo A.G. Strategic Joint Venture

Glenn Baxter

Abstract


This paper presents a case study of the ANA Cargo and Lufthansa Cargo strategic joint venture, the global air cargo industry’s first strategic joint venture between two of the world’s major air cargo-carrying airlines. The data gathered for the study was examined by document analysis. The strategic analysis of the joint venture was underpinned by the use of Porter’s Five Forces Model. The study found that the joint venture has provided synergistic benefits to both partners and has allowed the partners to access new markets and to participate in the evolution of the air cargo industry. The joint venture has also enabled both joint venture partners to enhance their competitive position in the Europe to Japan and Japan to Europe air cargo markets through strengthened service offerings and has provided the partners with increased cargo capacities, a larger route network, and greater frequencies within their own route networks. A limitation of the study was that ANA Cargo and Lufthansa Cargo revenues, or freight traffic data was not available. It was, therefore, not possible to analyse the business performance of the joint venture.


Keywords


air cargo; ANA Cargo; case study; competitive advantage; joint venture; Lufthansa Cargo, Porter’s Five Forces Model

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