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By the early 1920s, small airlines were struggling to compete, and there was a movement towards increased rationalization and consolidation. In 1924, Imperial Airways was formed from the merger of Instone Air Line Company, British Marine Air Navigation, Daimler Airway and Handley Page Transport Co Ltd., to allow British airlines to compete with stiff competition from French and German airlines that were enjoying heavy government subsidies. The airline was a pioneer in surveying and opening up air routes across the world to serve far-flung parts of the British Empire and to enhance trade and integration.
On November 27, 2007, Hawaiian Airlines signed a MOU (Memorandum of Understanding) with Airbus for 24 long-range jets priced at $4.4 billion. The order included six Airbus A330-200s with a further six purchase rights and six Airbus A350-800s with a further six purchase rights - plans to fly to Paris and London were discussed. Deliveries for the A330s began in 2010 while the first A350 was to be delivered in 2017.
Often the companies combine IT operations, or purchase fuel and aircraft as a bloc to achieve higher bargaining power. However, the alliances have been most successful at purchasing invisible supplies and services, such as fuel. Airlines usually prefer to purchase items visible to their passengers to differentiate themselves from local competitors. If an airline's main domestic competitor flies Boeing airliners, then the airline may prefer to use Airbus aircraft regardless of what the rest of the alliance chooses.