2 using the above cases tidy explain the concept of strategy and different between deliberate strategy and emergent strategy

Strategy is a plan of action designed to achieve a long-term goal or overall aim. In the context of the Emirates and South African Airways (SAA) codeshare, it refers to how the airlines intend to achieve their partnership objectives, such as expanding network reach or increasing passenger numbers.

A deliberate strategy is one that is carefully planned and intended in advance. It's a top-down approach where objectives are set, and a detailed plan is formulated to achieve them. For the Emirates and SAA codeshare, the initial decision to form the partnership itself is a deliberate strategy. Both airlines intended to expand their network reach and offer more destinations to customers by formally agreeing to share flights, planning specific routes and marketing efforts.

An emergent strategy, on the other hand, develops over time in response to unforeseen circumstances, opportunities, or challenges. It's less about a rigid plan and more about adapting and learning as the partnership operates. For example, after the codeshare launches, if the airlines notice unexpectedly high demand on a particular connecting route, they might emerge with a strategy to increase flight frequency or add more joint loyalty benefits to capitalize on this new insight, even if it wasn't part of the original, deliberate plan.

The key difference is that a deliberate strategy is about intended actions and outcomes, while an emergent strategy is about realized actions and outcomes that were not necessarily planned but arose from the ongoing operations and market responses.