This paper investigates strategic actions and grand strategies in the aviation industry. To address this purpose, a review of main strategic change is conducted and information technology is considered as a key factor to identify behaviours of main players. In this context, collaboration emerges as one of the core aspects driving the e-supply chain management. A specific and increasing role is given to e-marketplaces where integration and co-operation seem to be the appropriate competences to create durable competitive advantages. This paper does not attempt to consider the full range of e-tools developed in the aviation industry, but at the same time it highlights the impact of information and communication technologies on customer relations and supply chain management.