Published in 1998. The airline Industry has always been dynamic, innovative and challenging. While the dynamism has in the past tended to arise on the production side, a torrent of change on the commercial side is being unleashed by regularity liberalization. The magnitude and rate of change are also greater than anything previously encountered in the industry.

This work is concerned with two distinct yet related transitions. The first is general, potentially affecting the strategic management of all types of company-notably, but not exclusively, in North America, Europe, Latin America, and parts of Asia. It is a transition to a new paradigm of strategic management in the growing number of airlines which participate in liberalized and increasingly competitive markets.

part One|118 pages

Strategic alternatives and choice

chapter 2|21 pages

Competitive strategy

chapter 3|19 pages

Strategies at the functional level

chapter 4|11 pages

Conclusion to Part One

part Two|160 pages

Part Two Implementation

chapter 5|52 pages

Growth, alliances, and globalization

chapter 6|46 pages

Managing service-price offers

chapter 8|26 pages

Corporate infrastructure

part 3|48 pages

Part Three Outcome

chapter 9|18 pages

Service quality, failure, and recovery

chapter 10|27 pages


chapter 11|2 pages