At first glance, the tie-up of Alitalia and Etihad Airways seems like the perfect partnership. The multimillion-euro funding package, led by Abu Dhabi-based Etihad, saved Italy's long-suffering flag carrier from bankruptcy and gave Etihad increased access to the European Union (EU)-one of the world's largest and most affluent air travel markets, with a population of 507.5 million. Etihad must now prove it can restore its new equity alliance member to profitability, revitalize the brand and reinstate a service culture at Alitalia. Furthermore, Etihad must convince the European Commission (EC) it has no effective control over the Italian airline.
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