“…While there is extensive research in the areas of the formation and definitions of strategic alliances (c.f., Schermerhorn, 1975;Nielsen, 1988) and also a significant amount of research applying those theories to code-sharing alliances in aviation (Brueckner, 2001;Rajasekar and Fouts, 2009), there is limited research focusing on consortia in general (Evan and Olk, 1990;Grotnes, 2008) and much less within the airline industry. Furthermore, most of the research that has been done on inter-firm cooperation and strategic alliances centres on the pre-existing inter-firm environment and a sparse few have attempted to focus on the direct costs (Wang, 2010) and benefits (Gudmundsson, 1999) to the consumer beyond the basics of economic competition.…”