global alliances in tourism and hospitality management 0789008181

Fyall, Oakley, and Weiss . 101
brochure produced in English and German with a total print run of 100,000; a
dedicated website managed by the BTA; and an overseas awareness campaign
using the overseas offices ofthe BTA and press visits.
To more accurately define the status of the inland Waterways consortium
the taxonomy posited by Terpstra and Simonin (1993), and discussed in
Palmer and Bejou (1995), provides a suitable framework (see Table 3).
In terms of coverage, the inland Waterways consortium can be defined as
functionally narrow but geographically broad. Its strict promotional remit
being offset by pan-British-Irish coverage. In turn, it represents a loosely
formed, non-equity alliance format whereby although agreeing on specific
joint-promotions to their mutual benefit, the financial independence of members
is assured. The third characteristic, mode, is typified by the intrinsic
nature of the relationship among its members. The degree of commitment to
the inland Waterways consortium from its members is evidenced by a high
degree of active participation by the government and trade organisations at
the policy stage and the active interest expressed by the local authorities and
commercial operators at the strategic decision-making phase. In many
instances the convenor provides the key representation for the commercial
operators and local authorities. This reflects the confidence ofa large number
ofthe consortium members in the ability and direction ofthe convenor. This
is also reflected in the fourth and final characteristic of a consortium alliance.
Distinguishing
Characteristics
of an Aiiiance:
COVERAGE
FORM
iVIODE
MOTIVE
TABLE 3. A Taxonomy of Co-Marketing Alliance Types
Adapted from Terpstra & Simonin (1993) and Paimer & Bejou (1995)
Expianatory Note:
The extensiveness ot an alliance with regard to its functional
competencies and geographical coverage (Bleeke & Ernst, 1991).
The constitutional characteristics of an alliance. This can range
from a loosely formed non-equity alliance to a formal agreement
whereby two or more alliance members purchase an equity stake
in other alliance members and increase the dependency of
members to each other.
The intrinsic nature of the relationship among alliance members.
The underlying reason for the creation of an alliance.