IntroductionQantas and Emirates are both one of the world's leading airlines over the past decades, both providing world-class services and long-haul flights that penetrate the shares aviation market. Qantas and Emirates enter into strategic alliance that provides the most comprehensive global network coverage and connects more than 65 cities across Europe, the Middle East and North America, bringing a total of 800 flights per week, enabling consumers to book and fly easily, based on convenience and frequency (Qantas Airlines 2014). Through this strategic alliance, both airlines aim to enhance and strengthen their global brand image and positioning, as well as maintain their market dominance in the host country and go global. Qantas was founded in 1920 in Queensland and has become Australia's leading domestic and international long-haul airline. under the name "The Flying Kangaroo". Qantas has a fleet of 260 aircraft, including budget airline 'Jetstar', which provides a cheaper and more economical option throughout Asia. (Thomas Noark. 2003-2014) Qantas continually provides exceptional service to its consumers and is at the forefront of the international civil aviation industry (Qantas Airlines. 2014). Qantas' 93 years of flying experience allows it to declare itself as the safest airline in the world, building a renowned experience and status in aviation history (News.eu. 2014). Dubai-based Emirates Airline is a wholly-owned subsidiary of the “Emirates Group”. by the government. Therefore, with government support, Emirates becomes the largest and most powerful airline in the Middle East (Emirates. 2014) has a fleet of over 200 aircraft covering over 140 destinations in over 70 countries. ...... middle of paper ......y to recover all this cultural misunderstanding. Last but not least, there will be language barriers to concluding agreements with counterpart countries. Therefore, understanding will help translators greatly. make the business work.Choosing the right allianceTo start a business, the main important point is to find the right partners; Does the partner’s competence contribute to your incompetence? We need to have a clearer picture and understanding of the strength and weakness of partners, most of the time? We were rivals in the same industries, there is a saying and strategy "if you can't win them, join them" and that's when we learn and master business intelligence with the competitors. Businesses need competition from each other to take the business to the next level. Without competitions, there will be no improvement that will end business stagnation..