Stormy Skies: Airlines in Crisis

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More About This Textbook


As the airline industry struggles to extricate itself from its latest crisis, the time has come to examine the fundamentals of airline business strategy in a more innovative way and find answers to the questions, ?what went wrong?' and ?Why didn't we see it coming?' Stormy Skies captures the key issues that determine viable airline industry in an increasingly globalised world and calls for more radical business thinking to ensure that mistakes are avoided in future. It looks at the airline business through the eyes of both the airlines themselves and also their customers, drawing upon the experience and views of industry personalities.

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Product Details

  • ISBN-13: 9780754678878
  • Publisher: Ashgate Publishing, Limited
  • Publication date: 10/10/2010
  • Pages: 178
  • Product dimensions: 6.00 (w) x 9.30 (h) x 0.70 (d)

Table of Contents

List of Figures ix

Note on Chapter Titles xi

Acknowledgements xiii

Preface xv

1 ?I Should Have Known Better': A History of Crisis and Prediction 1

Global Economic Meltdown - The 'Winter of Discontent' 5

Global Economic Meltdown - Flight of the Black Swan 7

Global Economic Meltdown - The Recession We Almost Never Had 10

Whither the Tiger Economies? 12

Two Financial Hotspots 14

The China Enigma 15

The Spectre of SARS 16

The Grandaddy of Them All 17

In Conclusion 19

References 20

2 'Tomorrow Never Knows': Forecasting Aircraft Capacity 23

The Art of the Crystal Ball 23

Big is Beautiful, I Think 25

Crisis, What Crisis? 26

Timing is Everything 29

The Leapfrog Game 30

The Engine is the Key 33

Who Will Blink First? 35

The New Pretenders 37

In Conclusion 39

References 40

3 'Love Me Do': The Changing Nature of Traveller Expectations 43

The Complexities of Passenger Expectations 44

The Legacy of Low Cost 46

The Touchy-Feely Stuff 49

Oh Brand, Wherefore Art Thou? 50

Hero Worship 52

Whither the Golden Age? 55

Taming the Market 57

One Size Fits All 58

Clouded Judgement 60

In Conclusion 61

References 62

4 ?I Want To Hold Your Hand': Airline Consolidation 63

The Urge to Merge 63

Succumbing to Temptation 67

The Success of Alliances 68

Mega Mania Takes Hold 71

Acquisition Fever Accelerates 73

The Mother of All Mergers 74

Elephants in the Room? 77

In Conclusion 78

References 79

5 'You Never Give Me Your Money': Pricing and Revenue Management 81

Scam or Saviour? 83

And Now, the Dark Side 86

Fares Fair 88

I'm Looking Through You 93

The Future of Revenue Management and Pricing 94

In Conclusion 96

References 96

6 'With a Little Help From My Friends': Social Media 99

Welcome to the Social Media Juggernaut 99

The Sting in the Tail 105

'United Breaks Guitars' 107

In Conclusion 110

References 111

7 'Strawberry Fields Forever': The Environment 113

In the Red Corner 116

And in the Blue Corner 117

Is the End of the World Nigh? 119

God is Green 121

Binge Flying 122

Guilty of the Charge of Destroying the Planet 123

The Top Polluting Nations 124

Where Does Aviation Fit into the Picture? 127

Aircraft Design and Air Traffic Management Measures 131

Designing for the Environment is Not so Easy 132

Alternative Fuels - The Holy Grail 134

The Greening of the Fleets 137

The Market Mechanism Minefield 140

In Conclusion 142

References 144

8 'Here Comes the Sun': 20-20 Vision 149

Tony Tyler 151

Tim Jeans 151

Nico Buchholz 152

Patrick Bianquis 152

Randy Tinseth 152

Christian Scherer 153

Paul Griffiths 153

And Finally… 154

Index 157

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