Abstract: Strategic alliances generally mean the cooperation or
collaboration between firms which pursue for a synergy that each
member hopes the benefits from the alliances would be much more
than those from individual efforts. Past researches provide us
sufficient theories and considerations for alliance forming in liner
shipping market. This research reviews important academic journals
for the past decade regarding to the most important reasons to form the
alliances. We would explain the motive of alliances and details of
shipping cooperation in literature review.
The paper also empirically investigates the key service quality
requirements improved through alliances by using quality function
deployment (QFD). Moreover, the research investigates famous
shipping reports, shipping consultant websites and most recent
shipping publications to find out the executive-s viewpoint of several
leading carriers among top 20 to assess current shipping strategic
alliance on Asia/Europe route. These comments provide meaningful
managerial reasons to consider alliance formations and search if there
is any gap between the theories and industrial practice. Analysis of the
empirical investigation and top management-s perspective on current
market situation will contribute us some meaningful managerial
suggestions to evaluate these theories applied to current strategic
alliances.