Inter-Industry Alliances
Through IT, firms from different industries can develop joint marketing campaings, creating cross-industry marketing alliances.
Example: The Amercan Airlines/Citibank affiliate credit card allows the card user to earn frequent flier miles by using the credit card.
Offers AA a way to identify customers trying to earn frequent flier miles.
Offers American a way to identify customers who are good credit risks.
This is a blocking coalition by Citibank because there are only a few airlines but many banks that could form partnerships with airlines.