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Airline codeshare alliances: Marketing boon and revenue management information systems challenge

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Airline codeshare alliances: Marketing boon and revenue management information systems challenge. / Gerlach, Max; Cleophas, Catherine; Kliewer, Natalia.
In: Business and Information Systems Engineering, Vol. 5, No. 3, 06.2013, p. 153-163.

Research output: Contribution to Journal/MagazineJournal articlepeer-review

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Gerlach, M, Cleophas, C & Kliewer, N 2013, 'Airline codeshare alliances: Marketing boon and revenue management information systems challenge', Business and Information Systems Engineering, vol. 5, no. 3, pp. 153-163. https://doi.org/10.1007/s12599-013-0262-8

APA

Vancouver

Gerlach M, Cleophas C, Kliewer N. Airline codeshare alliances: Marketing boon and revenue management information systems challenge. Business and Information Systems Engineering. 2013 Jun;5(3):153-163. Epub 2013 May 4. doi: 10.1007/s12599-013-0262-8

Author

Gerlach, Max ; Cleophas, Catherine ; Kliewer, Natalia. / Airline codeshare alliances : Marketing boon and revenue management information systems challenge. In: Business and Information Systems Engineering. 2013 ; Vol. 5, No. 3. pp. 153-163.

Bibtex

@article{f2c627418225495fba663eb5d4164c9a,
title = "Airline codeshare alliances: Marketing boon and revenue management information systems challenge",
abstract = "The paper juxtaposes the challenges that airline codeshare alliances\ncreate for analytical information systems on the one hand and their\nmotivation from a marketing perspective on the other. The authors review\nthe state-of-the-art literature on potential marketing benefits and\nanalyze the impact on airline planning systems. In this regard, revenue\nmanagement systems are of particular interest. Based on a simulation\nstudy, the authors infer a severe impact of decentralized codeshare\ncontrols as currently widely implemented in the industry on revenue\nmanagement performance. In the scenarios examined, complementary\ncodesharing reduces alliance-wide revenues by up to 1 %. Losses\nincrease when a carrier experiences high local demand or a high degree\nof codeshare demand, and disseminate over the whole network. Virtual\ncodeshares also cause losses of 0.3 % to 1.5 % depending on the\ndiscount level offered by the marketing carrier and on the demand\nstructure. Finally, the authors formulate a set of managerial\nimplications based on these findings.",
keywords = "Airline alliances, Codesharing, Information systems, Marketing, Revenue management, Simulation",
author = "Max Gerlach and Catherine Cleophas and Natalia Kliewer",
year = "2013",
month = jun,
doi = "10.1007/s12599-013-0262-8",
language = "English",
volume = "5",
pages = "153--163",
journal = "Business and Information Systems Engineering",
issn = "1867-0202",
publisher = "Springer Gabler",
number = "3",

}

RIS

TY - JOUR

T1 - Airline codeshare alliances

T2 - Marketing boon and revenue management information systems challenge

AU - Gerlach, Max

AU - Cleophas, Catherine

AU - Kliewer, Natalia

PY - 2013/6

Y1 - 2013/6

N2 - The paper juxtaposes the challenges that airline codeshare alliances\ncreate for analytical information systems on the one hand and their\nmotivation from a marketing perspective on the other. The authors review\nthe state-of-the-art literature on potential marketing benefits and\nanalyze the impact on airline planning systems. In this regard, revenue\nmanagement systems are of particular interest. Based on a simulation\nstudy, the authors infer a severe impact of decentralized codeshare\ncontrols as currently widely implemented in the industry on revenue\nmanagement performance. In the scenarios examined, complementary\ncodesharing reduces alliance-wide revenues by up to 1 %. Losses\nincrease when a carrier experiences high local demand or a high degree\nof codeshare demand, and disseminate over the whole network. Virtual\ncodeshares also cause losses of 0.3 % to 1.5 % depending on the\ndiscount level offered by the marketing carrier and on the demand\nstructure. Finally, the authors formulate a set of managerial\nimplications based on these findings.

AB - The paper juxtaposes the challenges that airline codeshare alliances\ncreate for analytical information systems on the one hand and their\nmotivation from a marketing perspective on the other. The authors review\nthe state-of-the-art literature on potential marketing benefits and\nanalyze the impact on airline planning systems. In this regard, revenue\nmanagement systems are of particular interest. Based on a simulation\nstudy, the authors infer a severe impact of decentralized codeshare\ncontrols as currently widely implemented in the industry on revenue\nmanagement performance. In the scenarios examined, complementary\ncodesharing reduces alliance-wide revenues by up to 1 %. Losses\nincrease when a carrier experiences high local demand or a high degree\nof codeshare demand, and disseminate over the whole network. Virtual\ncodeshares also cause losses of 0.3 % to 1.5 % depending on the\ndiscount level offered by the marketing carrier and on the demand\nstructure. Finally, the authors formulate a set of managerial\nimplications based on these findings.

KW - Airline alliances

KW - Codesharing

KW - Information systems

KW - Marketing

KW - Revenue management

KW - Simulation

U2 - 10.1007/s12599-013-0262-8

DO - 10.1007/s12599-013-0262-8

M3 - Journal article

VL - 5

SP - 153

EP - 163

JO - Business and Information Systems Engineering

JF - Business and Information Systems Engineering

SN - 1867-0202

IS - 3

ER -