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국제 전략적 제휴에서 파트너 선택-동적관점: 항공산업내 3대 제휴그룹의 경험을 중심으로

Partner Selection in International Strategic Alliances-A Dynamic Perspective: Experiences from 3 Major Airline Alliance Groups

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한국항공경영학회 (Aviation Management Society Of Korea)|2013.08|한국항공경영학회지 (Journal of the Aviation Management Society of Korea)|제11권 제4호|pp. 75-98

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Airline Industry경쟁균형항공산업Competitive BalancePartner Selection국제 전략적 제휴제휴파트너 선택자원보완성International Strategic AlliancesResource Complementarity
주제분류경영학

초록

제휴파트너 선정에 대한 기존 연구는 정적측면에 많이 치중되어 제휴파트너 선택의 동적측면이 상대적으로 관심을 받지 못했다. 이런 문제의식에서 우리는 국제 전략적 제휴의 파트너 선택을 동적 관점-특히 순차적 관점-에서 이론적으로 살펴 보고, 이론적으로 도출한 명제를 국제 항공산업의 3대 제휴그룹에서 지난 십 수년간 이루어진 제휴파트너 선정 과정을 통해서 경험적으로 고찰해 보았다. 이론적 측면에서 도출한 명제는 (1) 제휴의 초기에는 보완자원에 대한 접근을 가장 원활하게 해 줄 파트너를 선정한다는 것과, (2) 제휴의 초기이후에는 기존에 제휴를 맺은 국내 혹은 지역 라이벌에 대항하여 경쟁균형을 이룰 수 있는 제휴파트너를 찾는다는 것이다. 이 명제를 항공산업의 3대 제휴그룹을 통해서 고찰해본 결과, 이론적으로 도출한 명제들이 순차적으로 이루어진 제휴파트너 선정을 잘 설명해주고 있다는 것을 알 수 있었다. 특히 두 번째 명제는 특정 국내라든가 혹은 지역에서 이루어진 최초의 제휴파트너 선정 -대부분 해당 국가 혹은 지역에서 가장 크고 국내 및 국제노선을 많이 갖춘 항공사들이 선택됨- 이후에 이루어진 제휴파트너 선정 과정을 잘 설명하고 있다. 예를 들어 중국, 러시아, 일본, 한국, 타이완 등의 경우가 그러했으며, 라틴아메리카에서 이루어진 일련의 제휴파트너 선택과정도 잘 설명하고 있다. 즉, 개별 항공사의 경쟁균형을 이루려는 의도와 3대 제휴그룹이 그룹간의 경쟁균형을 이루려는 의도가 서로 맞물려 항공사와 제휴그룹간의 제휴가 이루어져 왔다.

Abstract

Partner selection is a dynamic process that should take into account who-partners-whom in the past or in the near future and should be approached from a dynamic perspective. We look into partner selection in international strategic alliances from a dynamic perspective especially focusing on a temporal order of partner selection. First, we develop theoretical predictions relying on the arguments of resource-based view, competitive dynamics, network theory, among others. And then we apply the predictions to an empirical setting. We have chosen partner selection processes of the 3 major international airline alliances starting late 1990s. Regarding theoretical predictions, we argue that: (1) in the initial stage of alliance formation, partners that will bring in more complementary resources will be more likely to be selected; and (2) after the initial stage, partners that will be better off achieving competitive balance vis-a-vis already-allied rivals will be more likely to be selected. Partner selection history of the 3 major airline alliance groups in the past decades shows that our theoretical predictions are a good approximation for what actually has happened in the partner selection processes between individual airline companies and the 3 major alliance groups.

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