An alliance of aerospace firms in England, France, Germany, and Spain formed the European Airbus Company in 1970 to compete with Boeing. Except for some niche manufacturers such as Embraer (Brazil) and De Havilland (Canada) who produce planes for the short haul market, Airbus is now the only competitor to Boeing in commercial aircraft production.
Discuss some of the limitations and risks for a firm to enter into a strategic alliance.
100 words or more no format needed.